Abstract
Tourism growth has led to a number of environmental damages, with the degradation of the natural heritage, and tourist taxes have become popular to address these environmental problems. This study aims to ascertain if tourists are aware of sustainable tourism issues and willing to pay more for sustainable destinations. To answer this purpose, an empirical study was developed in the Serra da Estrela Natural Park, given its touristic relevance and its contribution to the regional development. The data were obtained through a questionnaire survey. The findings show that tourists are predisposed to pay more for sustainable tourism. These results can help government to define the fiscal policy of the tourism sector in Portugal. They even contribute to the scarce literature that exists on the analysis of tourists’ concerns about sustainability and taxation questions.
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