Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation

Drawing from the theory of planned behavior and post-materialism assumptions, this study investigates and uncovers key antecedents of the intention to engage in ecotourism and to pay premium prices for the experience. A conceptual model incorporates environmental beliefs, attitudes toward ecotourism, behavioral indications, and willingness to pay premium (WTPP), in combination with materialism and general tourism motivation. Samples of Swedish and Taiwanese tourists empirically test the assumptions. Findings reveal attitudes and environmental beliefs connect positively with intention and WTPP; however, materialistic values exert a negative effect. The results also disclose diverging moderating effects on the environmental beliefs — attitude linkage, depending on the type of tourism motivation guiding the tourist. The research findings offer key insights on what drives consumer behavior in the context of ecotourism.