The American Journal of Management and Economics Innovations
98
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OPEN ACCESS
SUBMITED
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ACCEPTED
22 May 2025
PUBLISHED
27 June 2025
VOLUME
Vol.07 Issue 06 2025
CITATION
Raxmatov Ziyodullo Nosirovich, Umarova Dilfuza Raxmatulla Kizi,
Tuychiyev Anvarjon Muxtorjonovich, Jalilov Arslon Xoshimovich, &
Sharipov Utkir Xikmatullayevich. (2025). Sustainable Development and
Consumer Preferences in Glamping Tourism: A Comprehensive
Analysis. The American Journal of Management and Economics
Innovations, 7(06), 98
–
103.
https://doi.org/10.37547/tajmei/Volume07Issue06-10
COPYRIGHT
© 2025 Original content from this work may be used under the terms
of the creative commons attributes 4.0 License.
TYPE
Original Research
PAGE NO.
98-103
DOI
10.37547/tajmei/Volume07Issue06-10
Sustainable Development
and Consumer Preferences
in Glamping Tourism: A
Comprehensive Analysis
Raxmatov Ziyodullo Nosirovich
Head Of The Department
“Corporate
Governance”
Of Tashkent State
Transport University, Uzbekistan
Umarova Dilfuza Raxmatulla Kizi
Associate Professor Of The Department
“Corporate
Governance”
Of
Tashkent State Transport University, Uzbekistan
Tuychiyev Anvarjon Muxtorjonovich
Senior Lecturer Of The Department "Corporate Governance" Of Tashkent
State Transport University, Uzbekistan
Jalilov Arslon Xoshimovich
Associate Professor Of The Department
“Corporate
Governance”
Of
Tashkent State Transport University, Uzbekistan
Sharipov Utkir Xikmatullayevich
Senior Lecturer Of The Department "Corporate Governance" Of Tashkent
State Transport University, Uzbekistan
Abstract:
Glamping
—
a fusion of the words
“glamour”
and
“camping”
—
represents a modern form of tourism
that combines luxury amenities with environmental
sustainability. This research aims to explore consumer
preferences towards glamping tourism in Uzbekistan
and to examine how sustainability factors influence
decision-making. Data were collected from 407
respondents via an online survey and analyzed using a
logistic regression model.
The results indicate that valuing ecology and
sustainability significantly increases the likelihood of
choosing glamping. Particularly, young adults aged 25
–
35 and high-income consumers show greater interest in
glamping services and are willing to pay more for
environmentally friendly options. Based on the
findings, it is demonstrated that developing glamping
tourism according to sustainable principles can help
create new market segments.
Keywords:
Glamping, sustainable tourism, consumer
preferences, logistic regression, willingness to pay,
The American Journal of Management and Economics Innovations
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ecology.
Introduction:
In recent years, the global tourism
industry has experienced rapid transformations.
Alongside traditional types of travel, new tourism
trends
emphasizing
ecological
sustainability,
personalized experiences, and closeness to nature are
emerging. Among these, glamping (glamorous
camping) stands out as a notable phenomenon.
Glamping is a tourism form that harmonizes
conventional camping with modern hotel comforts,
typically organized in eco-friendly locations that enable
guests to interact closely with nature while enjoying
luxurious conditions.
The popularity of glamping is primarily driven by the
desire for personalized experiences, environmental
consciousness, and sustainable tourism principles. This
trend has strengthened particularly after the COVID-19
pandemic, as people seek relaxing, safe, and health-
conscious environments away from urban noise.
Nonetheless,
this
type
of
tourism
remains
underdeveloped, and its consumers’ perceptions,
motivations, and relation to sustainability have not
been sufficiently studied in scientific literature.
This study aims to analyze consumer preferences for
glamping, focusing on factors such as ecological
awareness, attitudes towards sustainability, and
willingness to incur extra costs. The goal is to provide
practical recommendations for entrepreneurs, tourism
professionals, and policymakers offering glamping
services.
LITERATURE REVIEW
The concept of glamping has emerged as a rapidly
developing phenomenon in the global tourism sector
over the past decade. It is a form of tourism that
combines comfort and luxury with traditional camping
activities (Fennell, 2020). Glamping is often organized
outside urban areas within natural landscapes, offering
tourists high-quality services, aesthetic experiences,
and ecological balance (Sheppard & Cargill, 2022).
Many researchers (e.g., Brooker & Joppe, 2014)
categorize glamping within the framework of
“experiential tourism,” emphasizing that this form of
travel reflects
travelers’
values, identity, and ecological
consciousness through their choices.
Glamping is increasingly viewed as a promising model
of sustainable tourism. The UNWTO (2021) defines
sustainable tourism as
“activities
that minimally impact
the environment, respect local cultures, and contribute
to the local
economy.”
These principles are fully
compatible with the essence of glamping.
For example, Gössling et al. (2019) highlight that
environmentally
conscious
tourists
prioritize
sustainability, carbon footprint reduction, and
proximity to nature when choosing travel options.
Glamping meets these needs by offering eco-friendly
accommodations built with low energy consumption,
renewable resources, and natural materials.
Various psychological and social factors influence
consumers’ travel decisions. According to Ajzen’s
(1991) Theory of Planned Behavior, intention,
normative beliefs, and past experiences play a central
role in service choice. In glamping, these relate to
ecological awareness, aesthetic satisfaction, influence
from social media, and personal well-being.
Kim & Han (2020) found that tourists with higher
ecological awareness are more inclined to select
sustainable services. They are also more willing to pay
a premium for glamping compared to traditional hotels.
Econometric models like logistic regression are
commonly used to identify consumer preferences. For
example, Choe & Kim (2018) examined how ecological
consciousness, income levels, and participation in eco-
activities influence consumer choices through logit
models.
Their findings indicate that respondents with higher
ecological awareness are more likely to favor eco-
friendly services. Similarly, this study analyzes factors
such as age, income, ecological awareness, and
importance of sustainability as determinants of
glamping preference.
The above analyses demonstrate that glamping and
sustainable tourism are interconnected concepts
influencing consumer behavior. However, existing
literature lacks:
•
Empirical studies on the glamping market in
Uzbekistan or Central Asia,
•
Clear statistical analyses of the relationship
between sustainability factors and willingness to
pay,
•
In-depth
exploration
of
economic
and
psychological
factors
motivating
glamping
preference.
This paper aims to fill these gaps through a scientific,
econometric approach, investigating the connection
between sustainability and consumer benefits within
The American Journal of Management and Economics Innovations
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Uzbekistan’s
glamping tourism.
RESEARCH METHODOLOGY
The primary aim of this study is to identify consumer
preferences regarding glamping tourism and analyze
how sustainability attitudes and ecological awareness
influence their choice. A quantitative (numerical)
approach is adopted, with a focus on establishing
statistical relationships via logistic regression.
Data were collected through an online survey
conducted randomly. The questionnaire was prepared
in Uzbek and Russian, including questions about
respondents’
awareness of glamping, ecological values,
tourism preferences, and willingness to pay.
Data collection took place in April and May 2025 via
online platforms (Google Forms, Telegram groups,
tourism forums). A total of 432 responses were
received; after excluding incomplete responses, 407
valid questionnaires were analyzed.
The main blocks of the survey include:
•
Demographic information: age, gender, income,
education.
•
Ecological awareness: Likert-
scale questions like “I
actively participate in environmental protection
activities.”
•
Awareness of glamping: familiarity and knowledge
level.
•
Benefits and willingness: likelihood of choosing
glamping, importance of sustainability, willingness
to incur additional costs.
Variable Definitions
Dependent Variable:
Choice of glamping: 1 = willing to choose glamping; 0 = otherwise.
Independent Variables:
Age
Respondent’s
age
Gender
Male = 1, Female = 0
Income
Monthly income (in Uzbek soms)
Education
Secondary,
Bachelor’s,
Master’s
Ecological awareness
Ecological awareness (Likert scale 1
–
5)
Willingness to pay more
Willingness to pay more for sustainable services (1/0)
Sustainability importance
Importance of sustainability
(Likert scale 1
–
5)
Research Model
A binary logistic regression model is used:
Where:
P
—
probability of respondent choosing glamping,
X
n
—
independent variables,
β
n
—
estimated coefficients.
Analysis was performed using STATA 17.
Hypotheses:
The American Journal of Management and Economics Innovations
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Hypothesis
Description
H1
Respondents with high ecological awareness tend to choose glamping.
H2
Consumers who prioritize sustainability prefer glamping.
H3
High-income consumers are more willing to pay extra for glamping.
H4
Younger consumers are more inclined to choose glamping.
Limitations of the Study
•
Since the survey was conducted online,
populations with limited internet access were not
included.
•
Data are based on subjective assessments
(Likert scale), which may introduce bias.
•
The limited availability of glamping options
within Uzbekistan restricts actual choice possibilities.
CONCLUSION AND RECOMMENDATIONS
This study examined the relationship between
sustainable development principles and consumer
preferences in glamping tourism. The analysis focused
on Uzbekistan, a country where glamping is an
emerging trend but not yet fully developed.
Empirical results based on logistic regression revealed:
•
Respondents with high ecological awareness
are more likely to prefer glamping (β > 0.5, p < 0.01),
indicating a direct influence of ecological values on
decision-making.
•
The
findings
suggest
that
promoting
sustainable
glamping
models
can
attract
environmentally conscious tourists and expand the
market segment.
Recommendations:
•
Develop eco-friendly infrastructure aligned
with sustainability principles.
•
Enhance awareness campaigns emphasizing
ecological benefits.
•
Offer premium services for environmentally
conscious tourists willing to pay extra.
•
Foster collaborations with local communities to
ensure cultural and ecological sustainability.
Further research should explore actual market data,
incorporate broader demographic groups, and analyze
the long-term viability of glamping in Central Asia.
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