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From mass tourism to meaningful travel: Unlocking the potential of the German market for indigenous tourism in Mexico

Author

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  • González-Jiménez, Paulina
  • Barriga Ortiz, Pablo Andres
  • Berrones-Flemmig, Claudia Nelly
  • Nouri-Fritsche, Neda

Abstract

This study investigates the potential of the German tourism market to support Sustainable Indigenous Tourism (SIT) in Mexico. Against a backdrop of growing global demand for transformative, values-driven travel, Mexico's reliance on mass tourism has generated severe environmental degradation and the marginalization of indigenous communities. Sustainable Indigenous Tourism-defined by indigenous ownership, cultural preservation, and community-led economic empowerment-offers a systemic alternative aligned with ethical consumption and sustainability goals. Grounded in an integrative theoretical framework combining the Theory of Planned Behavior, Theory of Consumption Values, and Past Behavior, this mixed-methods research examines German travelers' interest and willingness to pay (WTP) for SIT experiences. Quantitative findings from a structured survey of 204 respondents, analyzed via multiple regression and exploratory factor analysis, reveal that perceived value (Ø = 0.525, p

Suggested Citation

  • González-Jiménez, Paulina & Barriga Ortiz, Pablo Andres & Berrones-Flemmig, Claudia Nelly & Nouri-Fritsche, Neda, 2026. "From mass tourism to meaningful travel: Unlocking the potential of the German market for indigenous tourism in Mexico," IU Discussion Papers - Business & Management 15 (September 2026), IU International University of Applied Sciences.
    • Handle: RePEc:zbw:iubhbm:344087
    DOI: 10.56250/4153
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    References listed on IDEAS

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    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • O - Economic Development, Innovation, Technological Change, and Growth
    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Z - Other Special Topics

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