An Empirical Analysis on the Willingness to Pay for Ecotourism Certification Based on Tourists' Perspective

Tourist acceptance is a key to success in marking ecotourism certification product in the world.In the article,the tourist perception and attitude towards ecotourism certification product are analyzed and the tourist willingness to pay is estimated.The results show the tourist's selection toward tourist product is affected by many socio-economic and demographic factors such as gender,education,monthly income,travel frequency,way of travel,tourist expense in the previous year,the attitude towards ecotourism certification and the price of non-certificated tourist product.The computed WTP indicates,on average,that the survey respondents are willing to pay a 35.1% premium in order to purchase ecotourism certification product.