FACTORS INFLUENCING CUSTOMERS' WILLINGNESS TO PAY A PREMIUM PRICE FOR AN ECOTOURISM EXPERIENCE

Ivana Ribeiro Drago, Sérgio Castro Gomes, Emílio José Montero Arruda Filho, Edgar José Pereira Dias, Murilo Fonseca Andrade, Antônio Cordeiro de Santana, Rayra Brandao

Resumo


The growing interest in sustainable tourism has prompted managers to rethink specific consumer motivation strategies. "Green" consumers show a willingness to pay more for ecological practices, where recent studies have explored individuals' Willingness to Pay (WTP) in relation to sustainability. Environmental concerns influence hotel choices and ecotourism experiences, where the Theory of Planned Behavior (TCP) can explain pro-environmental behaviors in this current market context. Thus, this study investigates behavioral factors that influence willingness to pay for ecotourism experiences, mediated by environmental concern, sustainable practices and social value. The research used questionnaires simulating experiences in an environmental protection area in the Amazon, analyzing relationships between variables with mediation and moderation. The aim of this study is to analyze how behavioral factors explain and value customers' willingness to pay a premium price after experiencing an ecotourism experience. Thus, analyzing the interactions between environmental concern, social value, sustainable practices and willingness to pay provides insight into the elements that influence tourism consumption in this sustainable environment. Sustainable practices positively moderate the relationship between environmental concern and social value, but negatively their relationship with willingness to pay. In this context, customers with higher social value (related to status) are less willing to pay.

Palavras-chave


Willingness to Pay for Tourism Services; Pro-Environmental Behavior; Customer Social Value (Status); Planned Behavior and Social Identity

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Referências


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