The multiple dimensions of consumption values in ecotourism (original) (raw)

International Journal of Culture, Tourism and Hospitality Research, 2017

Abstract

Purpose This exploratory study aims to examines the multidimensional aspects of perceived value (functional value, financial value, emotional value, social value, epistemic value and conditional value) in relation to purchase intention in ecotourism. The study evaluates the influence of trust and perceived risk as mediators on perceived value. Design/methodology/approach Data for this exploratory study stem from online survey responses of 314 participants and are analyzed using descriptive analyses, factor analyses and multiple regressions. Findings The study findings show that four significant predictors influence ecotourism purchase intention: emotional value, functional value, boredom alleviation value and epistemic value. Trust partially affects the relationship between perceived values and purchase intention. Meanwhile, there is no mediation effect of perceived risk in the relationship between perceived value and purchase intention. This study concludes that perceived values in...

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