IDEAS home Printed from https://ideas.repec.org/a/gam/jlands/v11y2022i3p439-d774080.html
   My bibliography  Save this article

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

Author

Listed:
  • 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

The willingness to pay for sustainable tourism products and services has been widely discussed in the scientific literature. However, change in the willingness to pay over time has rarely been analysed. Such studies are important for understanding the impact that the increasing debate on sustainability, including environmental, economic, and social aspects, may have had on the willingness of tourists to pay more in order to ensure the sustainability of destinations. The aim of this article is to assess how the willingness of tourists to pay for sustainable tourism services has developed in the Spanish city of Cáceres, declared a World Heritage Site in 1986. Data from surveys conducted in 2012 and 2016 were used for this purpose. Logistic regression was applied to determine whether sociodemographic characteristics of tourists who visit the city influenced their willingness to pay in each year. A Chow test was applied to elucidate whether the differences between the years were statistically significant. The results obtained indicate that only the level of education determined willingness to pay, while origin, gender and age showed no effect. No significant change in the willingness to pay for sustainability was found among tourists in Cáceres between 2012 and 2016. These findings indicate that the willingness to pay for more sustainable tourism services did not increase during the period studied. We propose some measures such as a ‘municipal observatory of sustainable tourism’ in order to increase willingness to pay in this type of destination.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jlands:v:11:y:2022:i:3:p:439-:d:774080
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2073-445X/11/3/439/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2073-445X/11/3/439/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Soonki Kim, 2016. "World Heritage Site Designation Impacts on a Historic Village: A Case Study on Residents’ Perceptions of Hahoe Village (Korea)," Sustainability, MDPI, vol. 8(3), pages 1-16, March.
    2. Richard Carson & Nicholas Flores & Norman Meade, 2001. "Contingent Valuation: Controversies and Evidence," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 19(2), pages 173-210, June.
    3. Bent Nielsen & Andrew Whitby, 2015. "A Joint Chow Test for Structural Instability," Econometrics, MDPI, vol. 3(1), pages 1-31, March.
    4. María del Carmen Vílchez-Lara & Jorge Gabriel Molinero-Sánchez & Concepción Rodríguez-Moreno, 2021. "Methodology for Documentation and Sustainability of Cultural Heritage Landscapes: The Case of the Tajos de Alhama (Granada, Spain)," Sustainability, MDPI, vol. 13(23), pages 1-27, November.
    5. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    6. María Magdalena Solís-Radilla & Lucio Hernández-Lobato & Luis Jose Callarisa-Fiol & Héctor T. Pastor-Durán, 2019. "The Importance of Sustainability in the Loyalty to a Tourist Destination through the Management of Expectations and Experiences," Sustainability, MDPI, vol. 11(15), pages 1-23, July.
    7. Cuccia, Tiziana & Guccio, Calogero & Rizzo, Ilde, 2016. "The effects of UNESCO World Heritage List inscription on tourism destinations performance in Italian regions," Economic Modelling, Elsevier, vol. 53(C), pages 494-508.
    8. Patrizia Riganti & Peter Nijkamp, 2004. "Valuing cultural heritage benefits to urban and regional development," ERSA conference papers ersa04p314, European Regional Science Association.
    9. 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.
    10. Sharpley, Richard, 2014. "Host perceptions of tourism: A review of the research," Tourism Management, Elsevier, vol. 42(C), pages 37-49.
    11. Choi, Andy S. & Ritchie, Brent W. & Papandrea, Franco & Bennett, Jeff, 2010. "Economic valuation of cultural heritage sites: A choice modeling approach," Tourism Management, Elsevier, vol. 31(2), pages 213-220.
    12. Pagliara, Francesca & La Pietra, Andrea & Gomez, Juan & Manuel Vassallo, José, 2015. "High Speed Rail and the tourism market: Evidence from the Madrid case study," Transport Policy, Elsevier, vol. 37(C), pages 187-194.
    13. Juvan, Emil & Dolnicar, Sara, 2014. "The attitude–behaviour gap in sustainable tourism," Annals of Tourism Research, Elsevier, vol. 48(C), pages 76-95.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Celso Lopes & João Leitão & Juan Rengifo-Gallego, 2022. "Place-Branded Foods with Responsible and Sustainable Management: A La Carte Serving in Regional Restaurants," Sustainability, MDPI, vol. 14(11), pages 1-28, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Dienes, Christian, 2015. "Actions and intentions to pay for climate change mitigation: Environmental concern and the role of economic factors," Ecological Economics, Elsevier, vol. 109(C), pages 122-129.
    3. Wei-Ta Fang & Ching-Yu Lien & Yueh-Wen Huang & Guosheng Han & Guey-Shin Shyu & Jui-Yu Chou & Eric Ng, 2018. "Environmental Literacy on Ecotourism: A Study on Student Knowledge, Attitude, and Behavioral Intentions in China and Taiwan," Sustainability, MDPI, vol. 10(6), pages 1-22, June.
    4. 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.
    5. Lukasz Andrzej Derdowski & Åsa Helen Grahn & Håvard Hansen & Heidi Skeiseid, 2020. "The New Ecological Paradigm, Pro-Environmental Behaviour, and the Moderating Effects of Locus of Control and Self-Construal," Sustainability, MDPI, vol. 12(18), pages 1-15, September.
    6. Atefeh Dadvar & Krushna Mahapatra & Jörgen Forss, 2021. "Water Use Behavior in a Multicultural Urban Area in Sweden," Sustainability, MDPI, vol. 13(15), pages 1-15, August.
    7. Choi, Andy S., 2011. "Implicit prices for longer temporary exhibitions in a heritage site and a test of preference heterogeneity: A segmentation-based approach," Tourism Management, Elsevier, vol. 32(3), pages 511-519.
    8. Tisdell, Clem & Wilson, Clevo & Swarna Nantha, Hemanath, 2008. "Contingent valuation as a dynamic process," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 37(4), pages 1443-1458, August.
    9. Chan, Kai-Ying & Oerlemans, Leon A.G. & Volschenk, Jako, 2015. "On the construct validity of measures of willingness to pay for green electricity: Evidence from a South African case," Applied Energy, Elsevier, vol. 160(C), pages 321-328.
    10. María Ángeles Plaza-Mejía & Nuria Porras-Bueno & David Flores-Ruiz, 2020. "The Jungle of Support: What Do We Really Mean When We Say “Residents’ Support”?," Sustainability, MDPI, vol. 12(18), pages 1-27, September.
    11. Sahan T. M. Dissanayake & Amy W. Ando, 2014. "Valuing Grassland Restoration: Proximity to Substitutes and Trade-offs among Conservation Attributes," Land Economics, University of Wisconsin Press, vol. 90(2), pages 237-259.
    12. Clive L Spash, 2008. "The Contingent Valuation Method: Retrospect and Prospect," Socio-Economics and the Environment in Discussion (SEED) Working Paper Series 2008-04, CSIRO Sustainable Ecosystems.
    13. Cristina Pronello & Jean-Baptiste Gaborieau, 2018. "Engaging in Pro-Environment Travel Behaviour Research from a Psycho-Social Perspective: A Review of Behavioural Variables and Theories," Sustainability, MDPI, vol. 10(7), pages 1-22, July.
    14. Brooks, Chris & Williams, Louis, 2022. "When it comes to the crunch: Retail investor decision-making during periods of market volatility," International Review of Financial Analysis, Elsevier, vol. 80(C).
    15. Wiśniewska Aleksandra, 2019. "Quality attributes in the non-market stated-preference based valuation of cultural goods," Central European Economic Journal, Sciendo, vol. 6(53), pages 132-150, January.
    16. Godwin Kofi Vondolia & Håkan Eggert & Ståle Navrud & Jesper Stage, 2014. "What do respondents bring to contingent valuation? A comparison of monetary and labour payment vehicles," Journal of Environmental Economics and Policy, Taylor & Francis Journals, vol. 3(3), pages 253-267, November.
    17. Oerlemans, Leon A.G. & Chan, Kai-Ying & Volschenk, Jako, 2016. "Willingness to pay for green electricity: A review of the contingent valuation literature and its sources of error," Renewable and Sustainable Energy Reviews, Elsevier, vol. 66(C), pages 875-885.
    18. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.
    19. Petra Zabukovec Baruca & Zlatko Janèiè & Aleksandra Brezovec, 2022. "Understanding Responsibility from the Tourist’s Perspective: A Hotel Context," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 15(2), pages 187-202.
    20. Andy S. Choi & Kelly S. Fielding, 2016. "Cultural Attitudes as WTP Determinants: A Revised Cultural Worldview Scale," Sustainability, MDPI, vol. 8(6), pages 1-18, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jlands:v:11:y:2022:i:3:p:439-:d:774080. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.