EcoturismoFactores que influyen en el comportamiento ecologico del ecoturista desde una perspectiva transcultural

Resumen

In the last half century, concern for environmental issues (climate change, pollution, shortage of fresh water, etc.) are gradually modifying the habits, attitudes and behavior of consumers in general and tourists in particular. In this context, the understanding of ecological behavior of ecotourists as consumers is still a field of research that has study spaces to know the psychographic, cultural, economic and demographic factors.We propose to use the Value-Norm-Belief model in a global way, to explain the ecological behavior of consumers (Choi, Jang and Kandampully, 2015). To the original model, we have incorporated the construct of the personal norms of the Theory of Planned Behavior (TCP), following Choi et al. (2015), in order to know its relation with the Model Value-Norm-Belief, the intention to do ecotourism and the intention to pay more to do ecotourism, thus creating a broader model. We intend, therefore, to investigate how cultural differences determine the ecological behavior of ecotourists (Kan, Stein, Heoc and Leed, 2012) and their intention to pay more to do ecotourism (Laroche et al., 2001) and if it is useful to apply models of more complex relationships between values, attitudes, motivations and environmentally friendly behaviors (Luo and Deng, 2007). The result of this work will facilitate the segmentation of the tourist markets through the study of the different latent variables, internal and external variables of the individual.