Factors Influencing the Willingness to Pay in Yachting Tourism in the Context of COVID-19 Regular Prevention and Control: The Case of Dalian, China

This study attempts to construct a framework of factors affecting the yachting tourists’ willingness pay (WTP) in context COVID-19 regular prevention and control Dalian, China. Relying on extended theory planned behavior (TPB), perceived external institutional destination attribute are introduced enhance prediction WTP. The results multivariate ordinal logistic regression model show that significant WTP income, education, past consumption experience, attitudes, attributes, control. In addition, different affect tourists who prefer motor boats non-motor boats.