Do personality and self-congruity matter for the willingness to pay more for ecotourism? An empirical study in Flanders, Belgium

Abstract: This study investigates the effects of self-ecotourism personality differences on consumer perceptions of actual, ideal and social self-ecotourism congruity. Additionally, we study the effects of actual, ideal and social self-ecotourism congruity on the willingness to pay more for ecotourism. Finally, our study explores to what extent demographic variables moderate the effect of self-ecotourism personality differences on consumer perceptions of self-ecotourism congruity and of self-ecotourism congruity on the willingness to pay more for ecotourism. This moderated mediation model is t... Mehr ...