Abstract

Even though tourists increasingly value sustainable practices in tourism businesses and destinations, price is still one of the main determinant factors in their decisions. Therefore, for destination managers it is essential to understand tourists’ willingness to pay an additional price to visit a place where sustainable practices are adopted. In this context, and building on social psychology theories, the present study proposes and tests a causal model encompassing tourists’ Willingness To Pay (WTP) for sustainability in tourist destinations as well as their own sustainability attitudes, namely: Environmental Beliefs, Ecotour Attitudes, and Sustainable Consumption Behaviour. To this end, data were collected through a questionnaire survey of Portuguese tourists (n = 567). The hypothesised relationships between the latent variables were then tested using Structural Equations Modelling (SEM) procedures. The results show that Environmental Beliefs significantly affected both Ecotour Attitudes and Sustainable Consumption Behaviour, and that the latter two significantly affected WTP. However, no significant effect of Environmental Beliefs on WTP was found. These findings provide useful insights for destination managers aiming to more effectively cater to sustainability-oriented tourists. Future research should attempt to assess the role of other determinants of WTP.

Highlights

  • The topic of sustainability and the demand for sustainable products and services is not new

  • The present investigation aimed to propose and test a causal model encompassing tourists’ willingness to pay for sustainability in tourist destinations and their related sustainability attitudes, namely, Environmental Beliefs, Ecotour Attitudes, and Sustainable Consumption Behaviour

  • To assess a causal model encompassing tourists’ willingness to pay for sustainability in tourist destinations and their sustainability attitudes, Structural Equations Modelling (SEM) was employed

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Summary

Introduction

The topic of sustainability and the demand for sustainable products and services is not new. International institutions such as the United Nations and the International. Beginning in the 1980s as a reaction to the realisation of the impacts caused by mass tourism many new forms of more responsible travel have been conceptualised, including community-based tourism, fair-trade tourism, and pro-poor tourism [1]. Amongst these the term that has received the most traction is ecotourism, defined by The World

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