Ethical Practices and Tourists’ Behavioral Intentions: The Case of European Potential Tourists

Maaiah, Bashar Shukri; Al-Badarneh, Mohammad; Alkilany, Saaherah Basil; Ababneh, Abdelkader; Al-Ababneh, Mukhles

doi:10.21608/shedet.2023.318772

Ethical Practices and Tourists’ Behavioral Intentions: The Case of European Potential Tourists

Document Type : research articles

Authors

¹ Faculty of tourism and Hospitality/ Head of tourism Management department

² Department of Hotel Management, Faculty of Tourism and Hotel Management, Yarmouk University, Jordan.

³ Department of Hotel Management, Faculty of Tourism and Hotel Management, Yarmouk University

⁴ Department of Travel and tourism, Faculty of tourism and Hotel Management, Yarmouk university

⁵ Department of Hotel and Tourism Management, Al-Hussein Bin Talal University

10.21608/shedet.2023.318772

Abstract

Recently, ethical tourism has been a research interest but not yet a mature marketing tool for tourist destinations. A decade ago, scholars began studying the effectiveness of ethical concerns in tourism as perceived by private organizations. This study attempts to examine tourists' behavioral intentions based on four dimensions of ethical tourism (tourists' rights, socio-economic concerns, environmental concerns, and cultural concerns). The study sample comprises 567 respondents, considered potential tourists from five European countries (Germany, the UK, France, Spain, and Italy). The study results showed a strong positive effect of tourists' rights on destination choice and willingness to pay more. For the socio-economic, environmental, and cultural concerns, moderate effect on the destination choice and willingness to pay more were found except for the effect of environmental concerns on the willingness to pay more. Theoretical and managerial implications were suggested based on the study findings.

Keywords