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Exploring the Impact of Consumer Perception on Travel Expenditure in the Context of Eco-Tourism

The concept of green tourism is not very old. The core idea is about preserving natural energy resources and conserving the environment and topography while exploring any region or destination. The growth of travel industry is directly related to the consumer’s idea and ability of spending on travel and leisure. The aim of this paper is to study the tourists buying behavior towards the products and services related to green tourism. In this regard, The Theory of Reasoned Action (TRA) and The Theory of Planned Behavior (TPB) were critically evaluated to understand the consumer’s buying behavior. The role and impact of experience value (EV) and experience knowledge (EK) in relation to the purchase intention(PI) towards the sustainable tourism packages were also explored. A survey was conducted with the regular travelers to gather their opinions regarding the factors, which effects their expenditure decisions in context with environmental friendly tourism. The result shows the positive relation between environmental knowledge and buying intention in context of sustainability. It also sheds light on the importance of raising awareness regarding pro-environmental behavior.

Numra Noor
European International University