Young Travellers and Ecotourism : Factors Restraining Purchase Decision

Ecotourism is developing globally with the intention to improve sustainability. Yet, research on ecotourism that concentrates on young travellers is still scarce. This study was conducted in order to recognize the factors that restrained the purchase decision of young travellers towards ecotourism product. This study is vital as it will contribute to the educational field, national authorities and the society. This research identifies the factors that influence young travellers to purchase ecotourism products are psychological factors which incorporates perception, motivation, personality, learning and attitudes. This research will further explain all the psychological factors and how it influenced the purchased decision of young travellers.