WTPP for ecotourism: the impact of intention, perceived value, and materialism

Abstract

PurposeThis study examines the impact of perceived value, materialism and tourist intention on willingness to pay a premium for ecotourism (WTPP).Design/methodology/approachData were collected and conducted in Vietnamese National Parks. The dataset consists of 927 valid responses by domestic travelers. Structural equation modeling (SEM) was used to test the proposed relationships among perceived value, materialism, tourist intention and tourists' WTPP.FindingsThis study found a significant positive effect of perceived value on both tourist intention and their WTPP. The results also indicated that materialism is revealed to have a totally negative influence on WTPP for ecotourism; its indirect effect is transmitted through tourist intention. These findings highlight that tourists are mainly attracted when they received unique information about eco-destination. Therefore, they tend to participate in ecotourism and decide to pay for ecotourism.Research limitations/implicationsFirst, the study findings contribute strategies for tourism providers in their marketing activities by segmenting the target market which can be based on tourists with materialistic and nonmaterialistic. Second, ecotourism marketers need to focus on increasing the unique image of ecological sites. These efforts will create a favorable action for tourists. Third, ecotourism providers might increase the prospective customer base among consumers who have materialistic behaviors. Furthermore, they can provide ecotourism promotion materials for targeting customers. Finally, government needs to consider strategies designed to enhance the eco-destination places and environmental intention.Practical implicationsFirst, the study has not compared the efficacy of two different measures which are affective and cognitive items in perceived value construct. Second, this research does not discuss about the interrelationships among other factors influencing tourists' WTPP. Third, the customers' demographic characteristics in this study did not explore because the difference on gender may be perceived differently in analyzing advertising. Fourth, this study was conducted in Vietnam, not in different countries and other different cultures.Originality/valueThis study investigates the impact of perceived value and materialism on ecotourism intention and tourists' WTPP for ecotourism. This study reveals the understanding of how individuals' concern about the value of ecological sites and influences their intention to actual behavior in engaging ecotourism. Significant practical implications are also provided for ecotourism providers, marketers and government. In general, government needs to consider strategies designed to enhance the eco-destination places and environmental intention. Ecotourism marketers need to focus on increasing the unique image of ecological sites. These efforts will create a favorable action for tourists. Otherwise, ecotourism providers might increase the prospective customer base among consumers who have materialistic behaviors. Furthermore, they can provide ecotourism promotion materials for targeting customers.

Sustainable Practices in Small Accommodation Units

“…The commitment to sustainability and ecology can be a differentiating element that can be transformed into a unique selling proposition. Furthermore, ecotourists are willing to pay more (Hultman, Kazeminia and Ghasemi, 2015;Kazeminia, Hultman and Mostaghel, 2016;Duong, et. al., 2021) for an eco-touristic product.…”

Green or greed? Generational perspectives of sustainability claims in restaurants

“…Consumers may be willing to pay up to 10% more at restaurants which they perceive as positively incorporating sustainable practices (Parsa et al, 2015). Likewise, Duong et al (2022) found that the perceived value of ecotourism positively influences tourists' WTPP. In conclusion, consumers' WTPP for sustainable products is determined by their overall assessment of the benefits they received.…”

Ecotourism a solution or deception for conservation: a case of Bhitarkanika Wildlife Sanctuary, Odisha, India

“…Ecotourism development has got widespread attention from both academic researchers and industry practitioners (KC et al , 2021; Kalyar et al , 2021; Molina-Collado et al , 2022; Pablo-Cea et al , 2021; Vyasha et al , 2021). Studies have also examined ecotourism knowledge of the tourists to check their travel activities in particular (Duong et al , 2021; Khanh, 2020; Li et al , 2021; Oviedo-García et al , 2019). However, to make the policy successful, it is equally important to understand the influence of the impact of ecotourism on residents' behavior.…”