The impact of an accreditation system for trails on growth in hiking tourism

Abstract

The key determinants influencing consumer behaviour and consumer decision making in hiking tourism has not been clearly defined at an academic level. A particular knowledge gap exists in literature concerning the role of accreditation systems in consumer decision making regarding the consumption of hiking tourism products. In order to address these shortcomings, this study took a quantitative approach in the form of a survey research strategy to measure the importance of and future intended response towards trail accreditation, as determined by consumers from two different populations: hikers and nonhikers. This was achieved by presenting a hypothetical country-wide implementation of a case study accreditation system to respondents. The findings from this study demonstrate a link between accreditation and consumer decision making and the future uptake of hiking tourism amongst both hikers and non-hikers. Consumer response to the individual constructs represented by accreditation, such as trustworthy information, is demonstrated and the most important information aspects in decision making are highlighted. The study also contributes to the existing body of knowledge regarding consumer awareness and willingness to pay (WTP) towards accreditation systems and ecolabels in tourism.