Factors affecting ecotour purchase decision in Vietnam
Abstract
With the increasing awareness of environmental issues as well as the shift in
travel behavior to more environmentally friendly products and services, ecotourism is
getting more attention from both tourism suppliers and visitors. This study investigates
factors affecting ecotour purchase decision and level of significant of each determinant.
This study used quantitative methods with questionnaires distributed online and there
were 214 respondents. The results showed that four factors including environmental
responsibility, environmental knowledge, social value and financial value have positive
impact on ecotour purchase decision. This study aimed to fulfill the gap in analyzing
ecotourism by giving insights of tourists‟ decision – making process and useful
recommendations to develop tourism industry.
Purpose – The objectives of this study including identifying factors having
significant effect on tourists‟ ecotour purchase decision in the context of Vietnam.
Moreover, this research tries to evaluate to what extent each independent variable affects
dependent variable.
Design/methodology/approach – This study adapted the research models
about consumption values of Sheth, J. N. et al. in 1991 and Kumar, P., and Ghodeswar,
B. M. in 2015 to analyze ecotour purchase decision of tourists in Vietnam with seven
factors proposed in the model, including environmental value, environmental
responsibility, environmental knowledge, functional value, financial value, emotional
value and social value.
Originality/value – This study acts as a reference for travel agents, tour
operators, marketers and local people in tourism industry to find out insights about how
tourists make their decision in purchasing ecotour.
Keywords: Ecotour, Ecotourism, Green travel, Consumption Value, Ecotour
purchase decision