Perceived benefits and tourist willingness to pay more in national forest parks: The moderating roles of ecocentrism, collectivism, and power distance

Based on social exchange theory and value–belief–norm theory, this study examines the effects of perceived benefits on tourists’ willingness to pay more (WTPM) in a national forest park in China, and the moderation roles of ecocentrism, collectivism, and power distance in these effects. The analyses on a sample of 556 tourists visiting Qiandao Lake National Forest Park showed that relaxation benefits and health benefits had a positive effect on tourists’ WTPM. In addition, collectivism and power distance positively moderated the effect of relaxation benefits on tourists’ WTPM; collectivism moderated the effect of health benefits on tourists’ WTPM. The research contributes to an enriched understanding of tourists’ WTPM in nature-based tourist attractions. Insightful management implications are provided for forest park destinations to better understand and manage tourist perceptions and behaviors.