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| Author: | Chung J. Y. Kyle G. T. Petrick J. F. |
| Title: | Fairness of prices, user fee policy and willingness to pay among visitors to a national forest |
| Journal: | Tourism Management
2011 : OCT, VOL. 32:5 p. 1038-1046 |
| Index terms: | tourism models |
| Freeterms: | Multiple-group SEM spending support price fairness place attachment willingness to pay user fees |
| Language: | eng |
| Abstract: | Imposing user fees in Nature-Based Tourism contexts has been a controversial issue. Based on the notions of justice and fairness, this study extended previous work examining the relationship btw. attitudes toward user fees and spending support. In a proposed structural model of price fairness, fee spending support, and willingness to pay, this paper identified the antecedents of WTP user fees, and empirically examined to what extent the data fit the model. Furthermore, the moderating role of place attachment in the model was studied by using multiple-group structural equation modeling. Subjects were recreational tourists to a forest area in the southeast U.S. Results revealed that spending support partially played a mediating role in the relationship between perceived price fairness and WTP user fees. A multiple-group invariance experiment also demonstrated that while the degree of place identity moderated the effect of price fairness on spending support, the degree of place dependence did not influence the relationships among the antecedents of WTP. |
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