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 ...
Verfasser: | |
---|---|
Dokumenttyp: | Artikel |
Erscheinungsdatum: | 2020 |
Schlagwörter: | Economics / Chemistry / Biology / Engineering sciences. Technology |
Sprache: | Englisch |
Permalink: | https://search.fid-benelux.de/Record/base-28956499 |
Datenquelle: | BASE; Originalkatalog |
Powered By: | BASE |
Link(s) : | https://hdl.handle.net/10067/1704990151162165141 |
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 tested in a sample of 1041 adult consumers from the Dutch-speaking part of Belgium (Flanders), and the data are analyzed with multi-group structural equation modelling. The results show that the more ecotourism is perceived to have a stronger responsible, emotional and, to a certain extent active, personality than a respondent’s personality, the more ecotourism is considered by that person as congruent with the actual, ideal and/or social self. In turn, actual, ideal and social self-ecotourism congruity increase the willingness to pay more for ecotourism. Demographic factors, particularly gender and level of income, significantly moderate this process. Contributions to self-congruity theory and the role of individual and brand personality are offered, as well as managerial implications for branding and promoting ecotourism.