Perceived benefits and tourist willingness to pay more in national forest parks: The moderating roles of ecocentrism, collectivism, and power distance
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on January 27, 2025
Abstract
Journal of Vacation Marketing, Ahead of Print.
Based on social exchange theory and value–belief–norm theory, this study examines the effects of perceived benefits on tourists’ willingness to pay more (WTPM) in a national forest park in China, and the moderation roles of ecocentrism, collectivism, and ...
Based on social exchange theory and value–belief–norm theory, this study examines the effects of perceived benefits on tourists’ willingness to pay more (WTPM) in a national forest park in China, and the moderation roles of ecocentrism, collectivism, and ...