La intención de pagar más por hacer Turismo Ecológico: el efecto moderador del género: The intention to pay more for doing Ecological Tourism: the moderating effect of gender

José Alberto Crespo Jareño

Authors

José Alberto Crespo Jareño Universidad de Castilla-La Mancha

Keywords:

Chile, Spain, ecological behaviour, ecotourism, value-believe-norm, theory of planned behaviour

Abstract

The aim of this article is to investigate the intention to pay more for ecotourism in two countries, using the theory of value, believe, norm and to evaluate the influence of gender on the decision-making of ecotourists. Through an online survey of 809 people who said they had done ecotourism in the past year in Chile and Spain. The results indicate that the gender does not have a moderating effect on the intention to pay more for ecological tourism. For ecological tourism operators, the fact that the gender factor is not moderating implies the opportunity to perform actions aimed at the tourist without segmenting by gender, since the results indicate that gender is not a useful variable to segment the tourism market. This article adds knowledge about the influence of gender in decision-making processes. Particularly because this article explores the intention to pay more for doing ecological tourism between nationals of two countries.

Author Biography

José Alberto Crespo Jareño, Universidad de Castilla-La Mancha

Doctor en Economía y empresa por la Universidad de Castilla-La Mancha. Master Oficial en Cooperación al Desarrollo por la Universidad Jaime I. Licenciado en Ciencias Políticas y de la administración por la Universidad Complutense de Madrid. Profesor en Universidad de Castilla-La Mancha: Toledo, Castilla-La Mancha, ES.

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The intention to pay more for doing Ecological Tourism: the moderating effect of gender