Factors Affecting the Desire to Do Sustainable Tourism and Willingness to Pay a Premium for It
Author(s):
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
The present study investigates the influence of self-congruity and functional congruity in determining attitudes toward tourists, intention to do sustainable tourism and willingness to pay a premium for such offerings. To examine the hypotheses, a convenient sample of 300 students in Isfahan Province was surveyed. Data analysis was done using Structural Equation Modeling and the results indicating the self-congruity (including actual and ideal congruity as well as functional congruity) strong positive effect on attitude toward sustainable tourism. Furthermore, functional congruity and image congruity have a positive and strong effect on attitudes of sustainable tourism and subsequently, the attitude affects the willingness toward sustainable tourism. The results also indicate that the influence of functional congruity is stronger than image and Ideal image congruity plays more important role than actual image congruity, as well. Ultimately Managerial implications of results have been discussed and avenues for future research have been presented
Language:
Persian
Published:
Journal of Tourism Management Studies, Volume:12 Issue: 38, 2017
Pages:
23 to 43
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