Regenerative tourism: A priori expectations of consumption value after a first contact with the concept
DOI:
https://doi.org/10.17561/ree.n2.2024.8761Keywords:
Regenerative tourism, expectations, Theory of consumption values, Millennial consumer, 2030 AgendaAbstract
Tourists often create expectations of what it would be like to experience a certain touristic offer long before enjoying it, and those expectations are, to a large extent, what influences the consumption decision, as well as their subsequent experience and evaluation. Therefore, the purpose of the present study is to investigate the consumption value expectations specific to regenerative tourism experiences, developed after a first approach with the concept. This research adopts a qualitative methodology with exploratory purposes. Data collection is conducted by employing a semi-structured interview technique, with a population of interest composed of individuals of Mexican origin, self-declared as tourism enthusiasts, belonging to the generational cohort known as millennials. The results identify nine regenerative tourism consumption value expectations by potential tourists, who find compensating for unwanted effects, the perceived versatility of these experiences, emotional gratification, well-being, protagonism, an increase in social status, the uniqueness of this type of experiences, learning, and lifestyle adherence as desirable expected consequences of consuming this tourism product. These results have helped clarify the relationship between interest in the common good and one's own, a mix that appears to guide the behavior of millennial consumers, promising to contribute to the success of the promising paradigm of regenerative tourism, which promotes a win-win mentality for all stakeholders.
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