Abstract
This study aimed to explore ski tourists’ willingness to pay for environmental protection for the sustainable development of a ski tourism destination as a valuable tourism market in China. The result of the structural model revealed that the integrative models of the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) have the most significant explanatory power. The ski tourists’ willingness to pay can be enhanced by volitional, nonvolitional and altruistic factors. Additionally, the moderating and mediating roles of perceived authenticity on the integrative model have also been confirmed. This study is the first to provide a conceptual framework merging the TPB and NAM in the domain of environmental protection behavior in the Chinese ski tourism field for sustainable tourism development.
Highlights
As a global market worth hundreds of billions, ski tourism has become one of the most popular snow activities in winter
The findings indicated that perceived authenticity exerted a partial mediation effect on the relationships between perceived behavioral control (PBC)/personal norms (PNs) to willingness to pay (WTP) intention, while the full mediation role was found in the relationships between attitude/subjective norm and WTP intention
This paper aimed to develop an integrated model of ski tourists’ willingness to pay for environmental protection through the adoption of both Norm Activation Model (NAM) and Theory of Planned Behavior (TPB) models
Summary
As a global market worth hundreds of billions, ski tourism has become one of the most popular snow activities in winter. This activity has been promoted by the Chinese government in recent years. This is partly because China will be hosting the Winter Olympics in Beijing in 2022, and the participation of 300 million Chinese athletes in winter sports, including skiing, has been planned by the Chinese government. Based on the feedback from the ski tourism market, the number of Chinese skiing participants had already reached 21.13 million in 2018, which amounts to an increase of 14.4% relative to. The travel restraints introduced due to the emergence of COVID-19 have significantly affected
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