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Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content


Kaihatu, Thomas S. and Spence, Mark T. and Kasim, Azilah and Satrya, I. Dewa Gde and Budidharmanto, Lexi Pranata (2020) Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content. Journal of Ecotourism. pp. 1-20. ISSN 1472-4049

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Abstract

This research effort empirically tests three factors hypothesized to affect Indonesian millennials’ predisposition to engage in ecotourism experiences, namely universalism value, horizontal collectivism and user generated content (UGC). Indonesia is generally considered a collectivist (as opposed to individualistic) society, yet there is variance in both universalism value and horizontal collectivism. Two studies were conducted, one at ‘soft’, and another at ‘hard’ ecotourism sites. Findings showed that universalism value is positively related to ecotourism predisposition. UGC has a marginal moderating effect on the universalism → ecotourism predisposition. Horizontal collectivism also has a marginal moderating effect on the universalism → ecotourism predisposition in soft ecotourism but has significant effect in hard ecotourism. Both have direct effects on ecotourism predispositions. Managers must recognize that millennials can be segmented based on both universalism value and horizontal collectivism; and that to appeal to those with higher levels on these value dimensions UGC should be encouraged.

Item Type: Article
Uncontrolled Keywords: Millennials; User generated content; universalism value; horizontal collectivism; ecotourism predisposition
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions: School of Tourism, Hospitality and Event Management
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 18 Oct 2020 03:02
Last Modified: 18 Oct 2020 03:02
URI: http://repo.uum.edu.my/id/eprint/27760

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