La intención de pagar más por hacer Turismo Ecológico: el efecto moderador del género: The intention to pay more for doing Ecological Tourism: the moderating effect of gender

José Alberto Crespo Jareño

Artículos

No. 22 (2022): Kalpana - Revista de Investigación

The intention to pay more for doing Ecological Tourism: the moderating effect of gender: La intención de pagar más por hacer Turismo Ecológico: el efecto moderador del género

José Alberto Crespo Jareño^▸^▾

Submitted: March 23, 2022
Published: 2022-07-06

Abstract

The aim of this article is to investigate the intention to pay more for ecotourism in two countries, using the theory of value, believe, norm and to evaluate the influence of gender on the decision-making of ecotourists. Through an online survey of 809 people who said they had done ecotourism in the past year in Chile and Spain. The results indicate that the gender does not have a moderating effect on the intention to pay more for ecological tourism. For ecological tourism operators, the fact that the gender factor is not moderating implies the opportunity to perform actions aimed at the tourist without segmenting by gender, since the results indicate that gender is not a useful variable to segment the tourism market. This article adds knowledge about the influence of gender in decision-making processes. Particularly because this article explores the intention to pay more for doing ecological tourism between nationals of two countries.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes 50(2):179-211. https:// doi.org/10.1016/0749-5978 (91)90020-T
Ajzen, I., & Peterson, G. L. (1988). Contingent value measurement: The price of everything and the value of nothing. Amenity resource valuation: Integrating economics with other disciplines, 65-75.
Anderson Jr, W. T., & Cunningham, W. H. (1972). The socially conscious consumer. Journal of marketing, 36(3), 23-31.
Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of business Research, 17(1), 51-56. https://doi.org/10.1016/0148-2963 (88)90022-7
Balmford A, Green JMH, Anderson M, Beresford J, Huang C, Naidoo R, et al. (2015) Walk on the Wild Side: Estimating the Global Magnitude of Visits to Protected Areas. PLoS Biol 13(2): e1002074. Http://dx.doi.org/10.1371/journal.pbio.1002074
Berenguer, J., Corraliza, J. A., & Martin, R. (2005). Rural-Urban Differences in Environmental Concern, Attitudes, and Actions. European journal of psychological assessment, 21(2), 128. https://doi.org/10.1027/1015-5759.21.2.128
Carmines, E. G., & Zeller, R. A. (1979). Reliability and validity assessment (Vol. 17). Sage Publications.
Cepeda, C. G., y Roldán. SJL (2004). Aplicando la técnica PLS en la administración de empresas. Conocimiento y competitividad. Congreso ACEDE 14:74-78.
Chin, W. W. (1998). The partial least squares approach to structural equation modelling. In Marcoulides, G. A. (Ed.), Modern methods for business research (pp. 295–336). Mahwah, NJ: Lawrence Erlbaum.
Choi, H., J. Jang, and J. Kandampully. (2015). Application of the extended VBN theory to understand consumers’ decisions about green hotels. International Journal of Hospitality Management 51:87-95. https://doi.org/10.1016/j.ijhm.2015.08.004
Do Paco, A., & Raposo, M. (2009). “Green” segmentation: an application to the Portuguese consumer market. Marketing Intelligence & Planning, 27(3), 364-379.
Dunlap, R. E., Van Liere, K. D., Mertig, A. G., & Jones, R. E. (2000). Measuring endorsement of the new ecological paradigm: a revised NEP scale. Journal of Social Issues, 56(3), 425e442. https://doi.org/10.1111/0022-4537.00176
EUROPARC (2016). EUROPARC-España. Anuario 2016 del estado de las áreas protegidas en España. Recuperado el 25 de julio de 2017 de: http://www.redeuroparc.org/system/files/shared/Publicaciones/Anuario_2016/anuario_2016_europarc-espana.pdf
Falk, R. F., & Miller. N. B (1992). A primer for soft modeling. University of Akron Press, Akron, Ohio, USA.
Fornell, C., and D. F. Larcker. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18(1):39-50. https://doi. org/10.1177/002224378101800104
Hair, J. F., M. Sarstedt, L. Hopkins, and V. G. Kuppelwieser. (2014). Partial least squares structural equation modeling (PLS-SEM): an emerging tool in business research. European Business Review 26(2):106-121. https://doi.org/10.1108/ebr-10-2013-0128
Han, H. 2015. Travelers’ pro-environmental behavior in a green lodging context: converging value-belief-norm theory and the theory of planned behavior. Tourism Management 47:164-177. https://doi.org/10.1016/j.tourman.2014.09.014
Han, H., J. Hwang, and M. J. Lee. (2017). The value-belief-emotionnorm model: investigating customers’ eco-friendly behavior. Journal of Travel & Tourism Marketing 34:590-607. https://doi. org/10.1080/10548408.2016.1208790
Hultman, M., Kazeminia, A., and Ghasemi, V. (2015). Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation. Journal of Business Research, 68(9), 1854-1861.
Hwang, K., & Lee.J. (2018). Antecedents and consequences of ecotourism behavior: independent and interdependent selfconstruals, ecological belief, willingness to pay for ecotourism services and satisfaction with life. Sustainability 10(3):789. https:// doi.org/10.3390/su10030789
INE (2016). Encuesta de movimientos turísticos de los Españoles Familitur (2016). Recuperado el 6 de septiembre de http://www.ine.es/dyngs/INEbase/es/operacion.htm?c=Estadistica_C&cid=1254736176990&menu=ultiDatos&idp=1254735576863
Kang, K. H., Stein, L., Heo, C. Y., & Lee, S. (2012). Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31(2), 564-572.
Kiatkawsin, K., and & Han. H. (2017). Young travelers’ intention to behave pro-environmentally: merging the value-belief-norm theory and the expectancy theory. Tourism Management 59:76-88. https://doi.org/10.1016/j.tourman.2016.06.018
Laroche, M., J. Bergeron, and G. Barbaro‐Forleo. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing 18:503-520. https://doi.org/10.1108/EUM0000000006155
Lee, K. (2009). Gender differences in Hong Kong adolescent consumers’ green purchasing behavior. Journal of consumer marketing.
Lorenzo-Romero, C., M.-D.-C. Alarcón-del-Amo, and J.-A. Crespo-Jareño. (2019). Cross-cultural analysis of the ecological behavior of Chilean and Spanish ecotourists: a structural model. Ecology and Society 24(4):38. https://doi.org/10.5751/ES-11343-240438
Nel.lo, M. y Llanes, C., (2016). Ecoturismo. Editorial UOC.
Nunnally, J. C. (1978). Psychometric theory. McGraw-Hill, New York, New York, USA.
SENATUR (2013). Medición y comportamiento del Turismo Interno 2012. Recuperado el 6 de septiembre de 2017 de https://www.sernatur.cl/wp-content/uploads/2016/11/Medicio%CC%81n-y-Comportamiento-del-Turismo-Interno-An%CC%83o-2012.pdf
Stern, P. C., Dietz, T., & Kalof, L. (1993). Value orientations, gender, and environmental concern. Environment and behavior, 25(5), 322-348.
Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: the case of environmentalism. Research in Human Ecology, 6(2), 81e97.
Stern, P. C., Kalof, L., Dietz, T., & Guagnano, G. A. (1995). Values, beliefs, and proenvironmental action: Attitude formation toward emergent attitude objects 1. Journal of applied social psychology, 25(18), 1611-1636.
Torgler, B. y García-Valiñas, MA (2007). Los determinantes de las actitudes de las personas hacia la prevención del daño ambiental. Economía ecológica, 63 (2-3), 536-552.
Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information technology theory and application, 11(2), 5-40.
Weaver, D. B., & Lawton, L. J. (2007). Twenty years on: The state of contemporary ecotourism research. Tourism management, 28(5), 1168-1179.
Yeboah, F. K., & Kaplowitz, M. D. (2016). Explaining energy conservation and environmental citizenship behaviors using the value-belief-norm framework.

Keywords

Chile
Spain
ecological behaviour
ecotourism
value-believe-norm
theory of planned behaviour

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How to Cite

Crespo Jareño, J. A. (2022). The intention to pay more for doing Ecological Tourism: the moderating effect of gender: La intención de pagar más por hacer Turismo Ecológico: el efecto moderador del género. Kalpana- Revista De Investigación, 22, 72-91. https://publicaciones.udet.online/index.php/kalpana/article/view/134

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[1] Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes 50(2):179-211. https:// doi.org/10.1016/0749-5978 (91)90020-T

[2] Ajzen, I., & Peterson, G. L. (1988). Contingent value measurement: The price of everything and the value of nothing. Amenity resource valuation: Integrating economics with other disciplines, 65-75.

[3] Anderson Jr, W. T., & Cunningham, W. H. (1972). The socially conscious consumer. Journal of marketing, 36(3), 23-31.

[4] Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of business Research, 17(1), 51-56. https://doi.org/10.1016/0148-2963 (88)90022-7

[5] Balmford A, Green JMH, Anderson M, Beresford J, Huang C, Naidoo R, et al. (2015) Walk on the Wild Side: Estimating the Global Magnitude of Visits to Protected Areas. PLoS Biol 13(2): e1002074. Http://dx.doi.org/10.1371/journal.pbio.1002074

[6] Berenguer, J., Corraliza, J. A., & Martin, R. (2005). Rural-Urban Differences in Environmental Concern, Attitudes, and Actions. European journal of psychological assessment, 21(2), 128. https://doi.org/10.1027/1015-5759.21.2.128

[7] Carmines, E. G., & Zeller, R. A. (1979). Reliability and validity assessment (Vol. 17). Sage Publications.

[8] Cepeda, C. G., y Roldán. SJL (2004). Aplicando la técnica PLS en la administración de empresas. Conocimiento y competitividad. Congreso ACEDE 14:74-78.

[9] Chin, W. W. (1998). The partial least squares approach to structural equation modelling. In Marcoulides, G. A. (Ed.), Modern methods for business research (pp. 295–336). Mahwah, NJ: Lawrence Erlbaum.

[10] Choi, H., J. Jang, and J. Kandampully. (2015). Application of the extended VBN theory to understand consumers’ decisions about green hotels. International Journal of Hospitality Management 51:87-95. https://doi.org/10.1016/j.ijhm.2015.08.004

[11] Do Paco, A., & Raposo, M. (2009). “Green” segmentation: an application to the Portuguese consumer market. Marketing Intelligence & Planning, 27(3), 364-379.

[12] Dunlap, R. E., Van Liere, K. D., Mertig, A. G., & Jones, R. E. (2000). Measuring endorsement of the new ecological paradigm: a revised NEP scale. Journal of Social Issues, 56(3), 425e442. https://doi.org/10.1111/0022-4537.00176

[13] EUROPARC (2016). EUROPARC-España. Anuario 2016 del estado de las áreas protegidas en España. Recuperado el 25 de julio de 2017 de: http://www.redeuroparc.org/system/files/shared/Publicaciones/Anuario_2016/anuario_2016_europarc-espana.pdf

[14] Falk, R. F., & Miller. N. B (1992). A primer for soft modeling. University of Akron Press, Akron, Ohio, USA.

[15] Fornell, C., and D. F. Larcker. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18(1):39-50. https://doi. org/10.1177/002224378101800104

[16] Hair, J. F., M. Sarstedt, L. Hopkins, and V. G. Kuppelwieser. (2014). Partial least squares structural equation modeling (PLS-SEM): an emerging tool in business research. European Business Review 26(2):106-121. https://doi.org/10.1108/ebr-10-2013-0128

[17] Han, H. 2015. Travelers’ pro-environmental behavior in a green lodging context: converging value-belief-norm theory and the theory of planned behavior. Tourism Management 47:164-177. https://doi.org/10.1016/j.tourman.2014.09.014

[18] Han, H., J. Hwang, and M. J. Lee. (2017). The value-belief-emotionnorm model: investigating customers’ eco-friendly behavior. Journal of Travel & Tourism Marketing 34:590-607. https://doi. org/10.1080/10548408.2016.1208790

[19] Hultman, M., Kazeminia, A., and Ghasemi, V. (2015). Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation. Journal of Business Research, 68(9), 1854-1861.

[20] Hwang, K., & Lee.J. (2018). Antecedents and consequences of ecotourism behavior: independent and interdependent selfconstruals, ecological belief, willingness to pay for ecotourism services and satisfaction with life. Sustainability 10(3):789. https:// doi.org/10.3390/su10030789

[21] INE (2016). Encuesta de movimientos turísticos de los Españoles Familitur (2016). Recuperado el 6 de septiembre de http://www.ine.es/dyngs/INEbase/es/operacion.htm?c=Estadistica_C&cid=1254736176990&menu=ultiDatos&idp=1254735576863

[22] Kang, K. H., Stein, L., Heo, C. Y., & Lee, S. (2012). Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31(2), 564-572.

[23] Kiatkawsin, K., and & Han. H. (2017). Young travelers’ intention to behave pro-environmentally: merging the value-belief-norm theory and the expectancy theory. Tourism Management 59:76-88. https://doi.org/10.1016/j.tourman.2016.06.018

[24] Laroche, M., J. Bergeron, and G. Barbaro‐Forleo. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing 18:503-520. https://doi.org/10.1108/EUM0000000006155

[25] Lee, K. (2009). Gender differences in Hong Kong adolescent consumers’ green purchasing behavior. Journal of consumer marketing.

[26] Lorenzo-Romero, C., M.-D.-C. Alarcón-del-Amo, and J.-A. Crespo-Jareño. (2019). Cross-cultural analysis of the ecological behavior of Chilean and Spanish ecotourists: a structural model. Ecology and Society 24(4):38. https://doi.org/10.5751/ES-11343-240438

[27] Nel.lo, M. y Llanes, C., (2016). Ecoturismo. Editorial UOC.

[28] Nunnally, J. C. (1978). Psychometric theory. McGraw-Hill, New York, New York, USA.

[29] SENATUR (2013). Medición y comportamiento del Turismo Interno 2012. Recuperado el 6 de septiembre de 2017 de https://www.sernatur.cl/wp-content/uploads/2016/11/Medicio%CC%81n-y-Comportamiento-del-Turismo-Interno-An%CC%83o-2012.pdf

[30] Stern, P. C., Dietz, T., & Kalof, L. (1993). Value orientations, gender, and environmental concern. Environment and behavior, 25(5), 322-348.

[31] Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: the case of environmentalism. Research in Human Ecology, 6(2), 81e97.

[32] Stern, P. C., Kalof, L., Dietz, T., & Guagnano, G. A. (1995). Values, beliefs, and proenvironmental action: Attitude formation toward emergent attitude objects 1. Journal of applied social psychology, 25(18), 1611-1636.

[33] Torgler, B. y García-Valiñas, MA (2007). Los determinantes de las actitudes de las personas hacia la prevención del daño ambiental. Economía ecológica, 63 (2-3), 536-552.

[34] Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information technology theory and application, 11(2), 5-40.

[35] Weaver, D. B., & Lawton, L. J. (2007). Twenty years on: The state of contemporary ecotourism research. Tourism management, 28(5), 1168-1179.

[36] Yeboah, F. K., & Kaplowitz, M. D. (2016). Explaining energy conservation and environmental citizenship behaviors using the value-belief-norm framework.