Understanding domestic tourists’ willingness to pay for green tourism products: A qualitative study in Ninh Binh Province, Vietnam

Abstract

This study explores how domestic tourists construct and justify their willingness to pay (WTP) for green tourism products in Ninh Binh Province, Vietnam. Departing from dominant quantitative models that treat WTP as a static economic outcome, this research employs a qualitative interpretive design to unpack the underlying meaning-making processes and moral reasoning. Findings reveal that WTP is not a direct response to environmental concern but a layered and conditional interpretive process. First, perceived experiential value functions as a necessary threshold; tourists accept price premiums only when green attributes deliver tangible sensory or emotional benefits. Second, moral reasoning acts as a moderating layer where evaluations of fairness, authenticity, and responsibility determine whether willingness is sustained or withdrawn. Finally, institutional trust and place-based governance serve as structural conditions that stabilize WTP over time. By synthesizing these dimensions into an "integrated interpretive pathway," the study challenges linear attitudinal models and highlights the context-dependent nature of green consumption in emerging tourism markets. These insights provide a critical foundation for destination managers to align green pricing strategies with tourists’ experiential expectations and institutional credibility.