Revenue Generation from Sustainable Aquatic Services: Willingness to Pay, Resource Management Policies, and the Moderating Role of Perceived Environmental Benefits

Abstract

This study investigates the mechanisms through which tourists' willingness to pay and sustainable resource management policies influence revenue generation from sustainable aquatic services, with particular emphasis on the moderating function of perceived environmental benefits. Employing a quantitative research design, data were collected via structured surveys from 385 participants, comprising aquatic tourism stakeholders and tourists across Southeast Asia. Analytical procedures included exploratory factor analysis, multiple linear regression, and moderation analysis utilizing SPSS software. The findings demonstrate robust support for all hypothesized relationships. High willingness to pay (β = 0.642, p < .001) and strong sustainable resource management policies (β = 0.711, p < .001) significantly enhance revenue generation. Critically, perceived environmental benefits exert a significant moderating influence, amplifying the effect of willingness to pay on revenue at medium (β = 0.485, p < .001) and high levels (β = 0.721, p < .001), while rendering it insignificant at low levels (β = 0.112, p = .007). The study advances theoretical understanding by integrating Triple Bottom Line theory with the Theory of Planned Behavior, thereby elucidating how perceived environmental benefits transform ethical consumer intentions into tangible economic outcomes within sustainable aquatic tourism contexts. These findings offer empirical evidence for policymakers and tourism operators seeking to harmonize ecological integrity with financial sustainability.