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Fairness of prices, user fee policy and willingness to pay among visitors to a national forestAuthor(s): Jin Young Chung; Gerard T. Kyle; James F. Petrick; James D. Absher
Source: Tourism Management 32:1038-1046
Publication Series: Scientific Journal (JRNL)
Station: Pacific Southwest Research Station
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DescriptionImposing user fees in Nature-Based Tourism (NBT) contexts has been a controversial issue. Based on the notions of justice and fairness, this study extended previous work examining the relationship between attitudes toward user fees and spending support. In a proposed structural model of price fairness, fee spending support, and willingness to pay (WTP), 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 investigated by using multiple-group structural equation modeling. Subjects (n ¼ 562) 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 test 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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CitationChung, Jin Young; Kyle, Gerard T.; Petrick, James F.; Absher, James D. 2011. Fairness of prices, user fee policy and willingness to pay among visitors to a national forest. Tourism Management 32: 1038-1046.
KeywordsMultiple-group SEM, spending support, price fairness, place attachment, user fees, willingness to pay
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