Factors Affecting the Desire to Do Sustainable Tourism and Willingness to Pay a Premium for It
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 Provinc...
| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
| Published: |
Allameh Tabataba'i University Press
2017-06-01
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| Series: | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| Subjects: | |
| Online Access: | https://tms.atu.ac.ir/article_7486_7ccf95b4f17a752829343325abba6461.pdf |
| _version_ | 1797377354268409856 |
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| author | Azadeh Kazeminia پگاه بابایی |
| author_facet | Azadeh Kazeminia پگاه بابایی |
| author_sort | Azadeh Kazeminia |
| collection | DOAJ |
| description | 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 |
| first_indexed | 2024-03-08T19:51:24Z |
| format | Article |
| id | doaj.art-8d80306c55574b10a91ee7773292bef5 |
| institution | Directory Open Access Journal |
| issn | 2322-3294 2476-597X |
| language | fas |
| last_indexed | 2024-03-08T19:51:24Z |
| publishDate | 2017-06-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| spelling | doaj.art-8d80306c55574b10a91ee7773292bef52023-12-24T07:41:12ZfasAllameh Tabataba'i University PressMuṭāli̒āt-i Mudīriyyat-i Gardishgarī2322-32942476-597X2017-06-011238234310.22054/tms.2017.15350.14327486Factors Affecting the Desire to Do Sustainable Tourism and Willingness to Pay a Premium for ItAzadeh Kazeminia0پگاه بابایی1Assistant Professor- Faculty of Literature and Humanities- University of Guilanکارشناسی ارشد مدیریت بازرگانی، دانشگاه آزاد اسلامی- واحد نجف آبادThe 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 presentedhttps://tms.atu.ac.ir/article_7486_7ccf95b4f17a752829343325abba6461.pdffunctional congruityactual self- image congruityideal self- image congruitywillingness to do sustainable tourismwillingness to pay a premium |
| spellingShingle | Azadeh Kazeminia پگاه بابایی Factors Affecting the Desire to Do Sustainable Tourism and Willingness to Pay a Premium for It Muṭāli̒āt-i Mudīriyyat-i Gardishgarī functional congruity actual self- image congruity ideal self- image congruity willingness to do sustainable tourism willingness to pay a premium |
| title | Factors Affecting the Desire to Do Sustainable Tourism
and Willingness to Pay a Premium for It |
| title_full | Factors Affecting the Desire to Do Sustainable Tourism
and Willingness to Pay a Premium for It |
| title_fullStr | Factors Affecting the Desire to Do Sustainable Tourism
and Willingness to Pay a Premium for It |
| title_full_unstemmed | Factors Affecting the Desire to Do Sustainable Tourism
and Willingness to Pay a Premium for It |
| title_short | Factors Affecting the Desire to Do Sustainable Tourism
and Willingness to Pay a Premium for It |
| title_sort | factors affecting the desire to do sustainable tourism and willingness to pay a premium for it |
| topic | functional congruity actual self- image congruity ideal self- image congruity willingness to do sustainable tourism willingness to pay a premium |
| url | https://tms.atu.ac.ir/article_7486_7ccf95b4f17a752829343325abba6461.pdf |
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