What drives ecotourism consumption? a qualitative TPB application
Abstract
Ecotourism demand has increased over the years, but consumer intentions are still largely unknown. Based on Theory of Planned Behavior (TPB), the objective was to identify tourists' behavioral, normative, control and environmental perceptions about ecotourism. Data collection included 21 interviews, and content analysis was used to study them. The results identified as main perception: highlighting the value of keep contact with nature, learning about environment and contributing to natural resources conservation.
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