Tourist’s willingness to pay for environmental protection in Thailand’s haze-affected ecotourism destinations

This study applies Ajzen’s Theory of Planned Behavior (TPB) to explain tourists’ willingness to pay (WTP) for environmental protection in haze-affected ecotourism destinations in Northern Thailand. Survey data were collected from 417 Thai and international free independent travelers during the February – April 2025 haze season and analyzed using an extended TPB framework. Using a two-step structural equation modeling approach, results indicate that attitudes, subjective norms, perceived behavioral control, and tourist satisfaction positively predict WTP for environmental protection, whereas perceived air pollution lowers satisfaction. In addition, destination environmental image and perceived environmental value increase WTP indirectly through satisfaction, highlighting satisfaction as a key mechanism linking environmental perceptions to pro-environmental financial support. The findings suggest that improving haze management and strengthening visitor experience can enhance visitor contributions to conservation and sustainable destination management in pollution-stressed ecotourism regions.