Analyzing the Factors Affecting on Price Premium to Ecotourism (Case Study: Isfahan Mesr Desert)

Desert tourism is part of the tourism industry; trip and hike in desert and wasteland areas created a specific type of tourism that is called Desert tourism. Given that recognition, the factors that effect on Willingness to pay Price Premium to ecotourism can lead tourism destination to success. therefore, the intention of this research is to identify and ranking factors that affect paying Price Premium to ecotourism. Current research in terms of the goal is functional and in terms of essence is a descriptive survey. The statistical population of this research is foreign tourists that in 2018 have traveled to Mesr desert in Iran and visited the attractions of this desert. From this population, a sample elected that includes 200 people chosen by expert pondering sampling method. And the tool for gathering data was a researcher-developed questionnaire. In order to ponder the validity of statistics, two methods of construct validity were used through confirmatory factor analysis and content validity also questionnaire Reliability was confirmed and calculated by Cronbach's alpha. In order to analyze gathered data, Descriptive and inferential statistical tests and ranking identified factors from the Friedman test have been used. The result of this research indicates that pay Price Premium to ecotourism affecting factors in order is: Environmental Beliefs and Attitude, Uniqueness Seeking, Personal Seeking, Environmental Involvement, Variety Seeking, and Personal Escape.