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Influence of Nature Motivation on Price Sensitivity

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The purpose of this article is to analyse the effect of the nature-based character of a region on tourist sensitivity to price. The hypothesis states that the tourist sensitivity to price is moderated, at the moment of choosing a destination, by the motivation that drives tourists to search for destinations that allow them to be in contact with nature. We measure and identify tourists’ sensitivities to price – individual by individual – from real choices made by tourists in order to facilitate realism, i.e. tourist sensitivity to price is estimated for each individual by observing the destination s/he actually selects. The empirical application is carried out on a sample of 2,127 individuals, and the operative formalization used to estimate individual sensitivities to price follows a Mixed Logit Model. The results show an incremental effect of the nature-based character of destinations on tourist insensitivity to price; i.e. people looking for destinations with nature traits find their price sensitivity moderated by this motivation in such a way that the negative effect of price diminishes.
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Keywords: Mixed logit; Spain; destination choice; nature motivation; sensitivity to price

Document Type: Research Article

Affiliations: Department of Marketing, Faculty of Economics,University of Alicante, Alicante, Spain

Publication date: 2012-08-01

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