Investigating Change in the Willingness to Pay for a More Sustainable Tourist Destination in a World Heritage City

No significant change was detected in tourists' willingness to pay for more sustainable tourism services in Cáceres between 2012 and 2016. The study, which analyzed survey data using logistic regression and Chow tests, found that only the level of education influenced this willingness, while factors such as origin, gender, and age did not. These findings suggest that broader debates on sustainability may not have substantially increased tourists' financial support for sustainable practices in this context. The authors propose establishing a 'municipal observatory of sustainable tourism' to monitor and potentially enhance this behavior.

Jurado-Rivas, C., & Sánchez-Rivero, M. (2022). Investigating Change in the Willingness to Pay for a More Sustainable Tourist Destination in a World Heritage City. Land, 11(3), 439. https://doi.org/10.3390/land11030439