From Mass Tourism to Meaningful Travel: Unlocking the Potential of the German Market for Indigenous Tourism in Mexico

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 (β = 0.525, p < .05) and motivation (β = 0.317, p < .05) are significant positive predictors of WTP. One-way ANOVA confirms that prior experience with sustainable tourism further reinforces payment intentions. Qualitative insights from six in-depth interviews underscore cultural immersion, authenticity, and sustainability as primary motivators, while limited awareness and accessibility emerge as key barriers. The results identify a viable market segment—predominantly well-educated, environmentally conscious women from western Germany—with 68% of respondents willing to pay €250–€600 for a weekend SIT experience. The study concludes that strategic partnerships with local stakeholders, targeted marketing emphasizing social impact, sustainability certifications, and improved digital and physical accessibility are critical to positioning Mexican SIT as a differentiated, equitable alternative within the German tourism market.