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Environmental perceptions and willingness to pay for preservation: Evidence from beach destinations in China
Author(s) -
Liu Jia,
Zhao Yichen,
Jang Soo CheongShawn
Publication year - 2021
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.2442
Subject(s) - willingness to pay , tourism , perception , china , business , destinations , environmental quality , resource (disambiguation) , environmental pollution , marketing , environmental resource management , geography , psychology , environmental protection , political science , economics , computer network , archaeology , neuroscience , computer science , law , microeconomics
Beaches are regarded as a core resource in coastal tourism. However, they are being eroded by environmental pollution, which has negative impacts on visitors' tourism experiences. This study proposed a framework to elaborate the effects of visitors' environmental perceptions on satisfaction and willingness to pay for environmental protection. The findings revealed that visitors' perceptions of a beach's quality had significant positive effects on their satisfaction. Furthermore, satisfaction significantly increased visitors' willingness to pay for environmental protection. In addition, visitors' perceptions of the beach environment had a direct and positive impact on their willingness to pay for environmental protection.