Investigating factors affecting willingness to pay premium on Ecotourism - The case of young tourists in Ho Chi Minh city
Abstract
This research overlook tourist in Ho Chi Minh city area to investigate factors affecting willingness to pay premium for ecotourism. The result of this study presents that anthropocentric and ecocentric values significantly influence people’s attitudes to tourism. The orientation for Vietnam's tourism companies will be suggested according to the result of this study.
Keywords: anthropocentric ecocentric nature ecotourism