Next Article in Journal
Sustainability and the Viable Systems Approach: Opportunities and Issues for the Governance of the Territory
Next Article in Special Issue
Willingness to Pay for Environmentally Friendly Products among Low-Income Households along Coastal Peninsular Malaysia
Previous Article in Journal
Characterization and Antimicrobial Activity of Alkaloid Extracts from Seeds of Different Genotypes of Lupinus spp.
Previous Article in Special Issue
The Effect of Regulatory Focus on Individuals’ Donation Behavior
Article Menu
Issue 3 (March) cover image

Export Article

Open AccessArticle
Sustainability 2018, 10(3), 789; https://doi.org/10.3390/su10030789

Antecedents and Consequences of Ecotourism Behavior: Independent and Interdependent Self-Construals, Ecological Belief, Willingness to Pay for Ecotourism Services and Satisfaction with Life

Department of Business Administration, Chung-Ang University, 84 HeukSeok-Ro, DongJak-Gu, Seoul 06974, Korea
*
Author to whom correspondence should be addressed.
Received: 8 February 2018 / Revised: 5 March 2018 / Accepted: 7 March 2018 / Published: 13 March 2018
(This article belongs to the Special Issue Marketing and Sustainability)
Full-Text   |   PDF [480 KB, uploaded 13 March 2018]   |  

Abstract

The purpose of this study is to investigate the antecedents related to why tourists engage in ecotourism and the consequences of ecotourism behavior. This study examined the concept of self-construal as a social aspect of self that influences different levels of ecological beliefs, which, in turn, affect ecotourism behavior. To address the unsatisfactory predictive power of the belief/attitude-behavior model, this study included the willingness to pay (WTP) for ecotourism between the ecological belief and ecotourism behavior relationships. Finally, this study examined the impact of ecotourism on tourists’ satisfaction with life as a result of ecotourism behavior. A structural equation model was constructed to test the proposed model. We found significant impacts of self-construals in explaining ecological beliefs. Significant relationships were found between ecological belief and WTP for ecotourism services which influenced ecotourism behavior, and between ecological belief and ecotourism behavior which affected satisfaction with life. The moderating effect of gender was only found on the path between WTP and ecotourism behavior. The findings of this study offer some implications for industry and policymakers to develop effective ecotourism programs. View Full-Text
Keywords: independent and interdependent self-construals; ecological belief; WTP for ecotourism services; ecotourism behavior; satisfaction with life independent and interdependent self-construals; ecological belief; WTP for ecotourism services; ecotourism behavior; satisfaction with life
Figures

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
SciFeed

Share & Cite This Article

MDPI and ACS Style

Hwang, K.; Lee, J. Antecedents and Consequences of Ecotourism Behavior: Independent and Interdependent Self-Construals, Ecological Belief, Willingness to Pay for Ecotourism Services and Satisfaction with Life. Sustainability 2018, 10, 789.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top