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The Influence of Ecolabeling on Consumers Evaluation of Ecotours
Conference paper   Open access   Peer reviewed

The Influence of Ecolabeling on Consumers Evaluation of Ecotours

Candace Bartels and Wendy Spinks
Proceedings of the 2011 Australian and New Zealand Marketing Academy Conference, pp.1-8
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2011 (Perth, Australia, 28-Nov-2011–30-Nov-2011)
Australian and New Zealand Marketing Academy (ANZMAC)
2011
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Abstract

Marketing ecotours tourism marketing
The research aim for this pilot study was to measure the influence that eco certification has on ecotour consumer perceptions, consumer satisfaction and behavioural intentions. The study used the services marketing mix to develop a new instrument for measuring consumers' perceptions of their ecotour experience. Findings indicate that whilst eco-certification costs organisations time and money to implement, most consumers are unaware if their choice of ecotour is certified or not. As expected, consumers' perceptions did influence consumer satisfaction and behavioural intention. Consumer satisfaction showed a significant positive correlation with product, price and people; whilst behavioural intention showed a significant positive correlation with price, people and process. These findings will enhance ecotour operators understanding of how to market to potential consumers.

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