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Willingness to Pay for More Sustainable Tourism Destinations in World Heritage Cities: The Case of Caceres, Spain

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  • Carlos Jurado-Rivas

    (Department of Economics, University of Extremadura, 06006 Badajoz, Spain)

  • Marcelino Sánchez-Rivero

    (Department of Economics, University of Extremadura, 06006 Badajoz, Spain)

Abstract

Sustainable tourism management is becoming an increasingly important factor in the image of tourist destinations. Therefore, it is appropriate to consider the possibility of charging a premium price on certain tourism products or services in exchange for making them more sustainable. Generally, eco-friendly management of cultural heritage sites, and particularly World Heritage sites, along with protected natural areas, is essential for the image enhancement of tourist destinations. In line with these considerations, this paper aims to quantify the willingness to pay (WTP) an extra amount in order for certain tourism products and services to become more sustainable in a World Heritage city such as Caceres, Spain. By using the contingent valuation method, the average price increase that tourists visiting the city would be willing to pay for a double room in a hotel, a restaurant, entrance to a museum, or a taxi ride, all of which would become more sustainable services, has been estimated. In addition to the aggregate analysis, diverse average-comparison statistical techniques have been used in order to determine the possible influence of sociodemographic factors on the WTP for more sustainable products and services. Specifically, factors including the effect resulting from a tourist’s place of origin, gender, the year when the survey was conducted (through t -tests), and the effect of age and educational levels (through ANOVA tests) on the WTP for sustainability, have been analyzed. When considering all of the sociodemographic factors involved, notable statistical differences have been found. This implies that when a hypothetical increase in tourism prices for the purpose of financing public or private sustainability actions is considered, different segments of the tourism market should be taken into account, since it would not be appropriate to apply the same policy of price increases to all tourists equally.

Suggested Citation

  • Carlos Jurado-Rivas & Marcelino Sánchez-Rivero, 2019. "Willingness to Pay for More Sustainable Tourism Destinations in World Heritage Cities: The Case of Caceres, Spain," Sustainability, MDPI, vol. 11(21), pages 1-21, October.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:21:p:5880-:d:279400
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    2. Alicia Orea-Giner & Jorge Calero-Sanz & Carmen De-Pablos-Heredero & Trinidad Vacas-Guerrero, 2021. "An Exploratory Analysis of Museum Attributes from the Perspective of Tourists and Residents: The Case of Thyssen-Bornemisza National Museum, Madrid, Spain," Societies, MDPI, vol. 11(2), pages 1-19, June.
    3. Arthur Filipe de Araújo & Maria Isabel Andrés Marques & Maria Teresa Ribeiro Candeias & Armando Luís Vieira, 2022. "Willingness to Pay for Sustainable Destinations: A Structural Approach," Sustainability, MDPI, vol. 14(5), pages 1-18, February.
    4. Katherine M Nelson & Stefan Partelow & Moritz Stäbler & Sonya Graci & Marie Fujitani, 2021. "Tourist willingness to pay for local green hotel certification," PLOS ONE, Public Library of Science, vol. 16(2), pages 1-19, February.
    5. Seokho Han & Ji-Hwan Yoon & Jookyung Kwon, 2021. "Impact of Experiential Value of Augmented Reality: The Context of Heritage Tourism," Sustainability, MDPI, vol. 13(8), pages 1-13, April.
    6. Begüm Aydın & Maria D. Alvarez, 2020. "Understanding the Tourists’ Perspective of Sustainability in Cultural Tourist Destinations," Sustainability, MDPI, vol. 12(21), pages 1-17, October.
    7. Carlos Jurado-Rivas & Marcelino Sánchez-Rivero, 2022. "Investigating Change in the Willingness to Pay for a More Sustainable Tourist Destination in a World Heritage City," Land, MDPI, vol. 11(3), pages 1-10, March.
    8. Aikaterini Koumoutsea & Paraskevi Boufounou & George Mergos, 2023. "Evaluating the Creative Economy Applying the Contingent Valuation Method: A Case Study on the Greek Cultural Heritage Festival," Sustainability, MDPI, vol. 15(23), pages 1-19, November.
    9. George Ekonomou & Dimitris Kallioras & Angeliki N. Menegaki & Sergio Alvarez, 2023. "Tourist Preferences for Revitalizing Wellness Products and Reversing Depopulation in Rural Destinations," Sustainability, MDPI, vol. 15(24), pages 1-31, December.
    10. Dimitris Damigos, 2023. "How Much Are Consumers Willing to Pay for a Greener Hotel Industry? A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-19, May.

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