...Nhung Thi Hoai Duong; Nguyen Khanh Chi; Hanh Thi Nguyen; Ngan Thi Kim Nguyen; Chi Phuong Nguyen; Uyen Thi To Nguyen Purpose This study examines the impact of perceived value, materialism and tourist intention on willingness to pay a premium for ecotourism (WTPP). Design/methodology/approach...

...Mrudula Manoj; Anjitha Ram Das; Arun Chandran; Santanu Mandal Purpose Recent studies have classified ecotourism behaviour into specific components like site-specific ecological, pro-environmental and environmental learning behaviour. However, the role of materialism in generating these types...