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The role of emotions on tourists’ willingness to pay for the Alpine landscape: a latent class approach

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  • Sandra Notaro
  • Gianluca Grilli
  • Alessandro Paletto

Abstract

Previous research suggests that landscape preferences vary systematically amongst people. While various sources of heterogeneity have been considered in landscape preference literature, the role of emotions on willingness to pay for landscape features has never been examined. This article presents results of a choice experiment carried out for eliciting tourists’ for Alpine landscapes. The emotional state of respondents was used to model heterogeneity in a latent class approach. The study area is a valley in the Italian Alps, characterised by a strong importance of the primary sector and a low number of tourists. Landscape management could attract new visitors, providing additional income for the local inhabitants. Results indicate that respondents prefer a variegated and multi-faceted landscape, with a mix of tree species, several agricultural crops and open areas with grazing animals and that incidental emotions play a role in the construction of landscape preferences and influence willingness to pay.

Suggested Citation

  • Sandra Notaro & Gianluca Grilli & Alessandro Paletto, 2019. "The role of emotions on tourists’ willingness to pay for the Alpine landscape: a latent class approach," Landscape Research, Taylor & Francis Journals, vol. 44(6), pages 743-756, August.
    • Handle: RePEc:taf:clarxx:v:44:y:2019:i:6:p:743-756
    DOI: 10.1080/01426397.2018.1513129
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    Cited by:

    1. Isabella De Meo & Andrea Alfano & Maria Giulia Cantiani & Alessandro Paletto, 2023. "The Impact of the COVID-19 Pandemic on Citizens’ Attitudes and Behaviors in the Use of Peri-Urban Forests: An Experience from Italy," Sustainability, MDPI, vol. 15(4), pages 1-19, February.
    2. Yamane Nagao & Ayano Nishikori & Tomoko Imoto, 2021. "The Relationship between the Conception of Nature and Environmental Valuation," Sustainability, MDPI, vol. 13(22), pages 1-16, November.
    3. Wookhyun An & Silverio Alarcón, 2021. "Inferring customer heterogeneity for rural tourism: A latent class approach based on a best-worst choice modelling," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 67(7), pages 266-276.
    4. Sandra Notaro & Maria De Salvo, 2021. "Does Music Affect Visitors’ Choices for the Management and Conservation of Ecosystem Services?," Sustainability, MDPI, vol. 13(18), pages 1-13, September.

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