Measuring the emotion of valence instead of fear to analyse whether behaviour can be predicted is something that has not yet been researched much in existing studies. Besides the topic of tourist behaviour, also the concepts of perceived existence value and willingness to pay (WTP) are taken into consideration in this research.
Three types of valence are analysed: general valence, valence towards animal groups and valence towards specific animal species. To see if there is a relationship between valence and tourist behaviour, participants were asked to fill in an online questionnaire. In total, 266 questionnaires were filled in. To analyze the collected data, factor analysis, linear regressions and correlation tests were used as research methods. Results of this test say that valence is a predictor for tourist behaviour, perceived existence value and willingness to pay. This means that by measuring valence of tourists towards animals, it can be predicted which activities tourists will do during their holiday. Besides this, by measuring valence towards animals, it can be predicted whether the respondent wants specific species to survive and how much money the respondent wants to spend to make this happen.
Author: A. Van der Wal (2014)