IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i21p5880-d279400.html
   My bibliography  Save this article

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

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

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/21/5880/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/21/5880/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hultman, Magnus & Kazeminia, Azadeh & Ghasemi, Vahid, 2015. "Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation," Journal of Business Research, Elsevier, vol. 68(9), pages 1854-1861.
    2. Meleddu, Marta & Pulina, Manuela, 2016. "Evaluation of individuals’ intention to pay a premium price for ecotourism: An exploratory study," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 65(C), pages 67-78.
    3. Trine Hansen, 1997. "The Willingness-to-Pay for the Royal Theatre in Copenhagen as a Public Good," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 21(1), pages 1-28, March.
    4. Ian Langford* & Areti Kontogianni & Mihalis Skourtos & Stavros Georgiou & Ian Bateman, 1998. "Multivariate Mixed Models for Open-Ended Contingent Valuation Data: Willingness To Pay For Conservation of Monk Seals," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 12(4), pages 443-456, December.
    5. Stephane Hess & Nesha Beharry-Borg, 2012. "Accounting for Latent Attitudes in Willingness-to-Pay Studies: The Case of Coastal Water Quality Improvements in Tobago," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 52(1), pages 109-131, May.
    6. Ana Mar�a Bedate & Luis C�sar Herrero & Jos� Ángel Sanz, 2012. "Ex ante and ex post valuations of a cultural good. Are preferences or expectations changing?," Journal of Environmental Planning and Management, Taylor & Francis Journals, vol. 55(1), pages 127-140, April.
    7. Susana Mourato & Andreas Kontoleon & Alexi Danchev, 2002. "Preserving Cultural Heritage in Transition Economies: A Contingent Valuation Study of Bulgarian Monasteries," Chapters, in: Ståle Navrud & Richard C. Ready (ed.), Valuing Cultural Heritage, chapter 6, Edward Elgar Publishing.
    8. Sauer, Uta & Fischer, Anke, 2010. "Willingness to pay, attitudes and fundamental values -- On the cognitive context of public preferences for diversity in agricultural landscapes," Ecological Economics, Elsevier, vol. 70(1), pages 1-9, November.
    9. Beharry-Borg, Nesha & Scarpa, Riccardo, 2010. "Valuing quality changes in Caribbean coastal waters for heterogeneous beach visitors," Ecological Economics, Elsevier, vol. 69(5), pages 1124-1139, March.
    10. Zhang, Fan & Wang, Xiao Hua & Nunes, Paulo A.L.D. & Ma, Chunbo, 2015. "The recreational value of gold coast beaches, Australia: An application of the travel cost method," Ecosystem Services, Elsevier, vol. 11(C), pages 106-114.
    11. Cooper, Philip & Poe, Gregory L. & Bateman, Ian J., 2004. "The structure of motivation for contingent values: a case study of lake water quality improvement," Ecological Economics, Elsevier, vol. 50(1-2), pages 69-82, September.
    12. Yadav, Rambalak & Pathak, Govind S., 2017. "Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior," Ecological Economics, Elsevier, vol. 134(C), pages 114-122.
    13. Daniere, Amrita G & Takahashi, Lois M, 1999. "Environmental Behavior in Bangkok, Thailand: A Portrait of Attitudes, Values, and Behavior," Economic Development and Cultural Change, University of Chicago Press, vol. 47(3), pages 525-557, April.
    14. 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.
    15. Walter Santagata & Giovanni Signorello, 2000. "Contingent Valuation of a Cultural Public Good and Policy Design: The Case of ``Napoli Musei Aperti''," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 24(3), pages 181-204, August.
    16. Blignaut, James & Mander, Myles & Inglesi-Lotz, Roula & Glavan, Jane & Parr, Stephen, 2016. "The amenity value of Abu Dhabi's coastal and marine resources to its beach visitors," Ecosystem Services, Elsevier, vol. 19(C), pages 32-41.
    17. Peng, Marcus & Oleson, Kirsten L.L., 2017. "Beach Recreationalists' Willingness to Pay and Economic Implications of Coastal Water Quality Problems in Hawaii," Ecological Economics, Elsevier, vol. 136(C), pages 41-52.
    18. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    19. José Sanz & Luis Herrero & Ana Bedate, 2003. "Contingent Valuation and Semiparametric Methods: A Case Study of the National Museum of Sculpture in Valladolid, Spain," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 27(3), pages 241-257, November.
    20. Aurelio Tommasetti & Pierpaolo Singer & Orlando Troisi & Gennaro Maione, 2018. "Extended Theory of Planned Behavior (ETPB): Investigating Customers’ Perception of Restaurants’ Sustainability by Testing a Structural Equation Model," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
    21. Halkos, George & Matsiori, Steriani, 2012. "Determinants of willingness to pay for coastal zone quality improvement," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 41(4), pages 391-399.
    22. Ståle Navrud & Richard C. Ready (ed.), 2002. "Valuing Cultural Heritage," Books, Edward Elgar Publishing, number 1759.
    23. Birdir, Sevda & Ünal, Özlem & Birdir, Kemal & Williams, Allan T., 2013. "Willingness to pay as an economic instrument for coastal tourism management: Cases from Mersin, Turkey," Tourism Management, Elsevier, vol. 36(C), pages 279-283.
    24. 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.
    25. Kostakis, I. & Sardianou, E., 2012. "Which factors affect the willingness of tourists to pay for renewable energy?," Renewable Energy, Elsevier, vol. 38(1), pages 169-172.
    26. S Georgiou & I H Langford & I J Bateman & R K Turner, 1998. "Determinants of Individuals' Willingness to Pay for Perceived Reductions in Environmental Health Risks: A Case Study of Bathing Water Quality," Environment and Planning A, , vol. 30(4), pages 577-594, April.
    27. Ian J. Bateman & Richard T. Carson & Brett Day & Michael Hanemann & Nick Hanley & Tannis Hett & Michael Jones-Lee & Graham Loomes, 2002. "Economic Valuation with Stated Preference Techniques," Books, Edward Elgar Publishing, number 2639.
    28. Togridou, Anatoli & Hovardas, Tasos & Pantis, John D., 2006. "Determinants of visitors' willingness to pay for the National Marine Park of Zakynthos, Greece," Ecological Economics, Elsevier, vol. 60(1), pages 308-319, November.
    29. Matthews, Yvonne & Scarpa, Riccardo & Marsh, Dan, 2017. "Stability of Willingness-to-Pay for Coastal Management: A Choice Experiment Across Three Time Periods," Ecological Economics, Elsevier, vol. 138(C), pages 64-73.
    30. Spash, Clive L. & Urama, Kevin & Burton, Rob & Kenyon, Wendy & Shannon, Peter & Hill, Gary, 2009. "Motives behind willingness to pay for improving biodiversity in a water ecosystem: Economics, ethics and social psychology," Ecological Economics, Elsevier, vol. 68(4), pages 955-964, February.
    31. Leonidou, Leonidas C. & Leonidou, Constantinos N. & Fotiadis, Thomas A. & Zeriti, Athina, 2013. "Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance," Tourism Management, Elsevier, vol. 35(C), pages 94-110.
    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. 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.
    2. Lan Anh Nguyen & Manh-Hung Nguyen & Viet-Ngu Hoang & Arnaud Reynaud & Michel Simioni & Clevo Wilson, 2024. "Tourists’ preferences and willingness to pay for protecting a World Heritage site from coastal erosion in Vietnam," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(11), pages 27607-27628, November.
    3. Joana Gonçalves & Ricardo Mateus & José Dinis Silvestre & Ana Pereira Roders, 2020. "Going beyond Good Intentions for the Sustainable Conservation of Built Heritage: A Systematic Literature Review," Sustainability, MDPI, vol. 12(22), pages 1-28, November.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. Precious Chikezie Ezeh & Kaitano Dube, 2024. "Willingness to Pay in Tourism and Its Influence on Sustainability," Sustainability, MDPI, vol. 16(23), pages 1-16, December.
    9. 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.
    10. 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.
    11. 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.
    12. 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.

    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. Andrea Báez-Montenegro & Ana Bedate Centeno & José à ngel Sanz Lara & Luis Cesar Herrero Prieto, 2016. "Contingent valuation and motivation analysis of tourist routes," Tourism Economics, , vol. 22(3), pages 558-571, June.
    2. Halkos, George & Matsiori, Steriani, 2017. "Estimating recreational values of coastal zones," MPRA Paper 80911, University Library of Munich, Germany.
    3. Anne-Kathrin LAST, 2008. "The Monetary Value of Cultural Goods: A Contingent Valuation Study of the Municipal Supply of Cultural Goods in Lueneburg, Germany," EcoMod2008 23800074, EcoMod.
    4. Anne-Kathrin Last, 2007. "The Monetary Value of Cultural Goods: A Contingent Valuation Study of the Municipal Supply of Cultural Goods in Lueneburg, Germany," Working Paper Series in Economics 63, University of Lüneburg, Institute of Economics.
    5. José Luis Durán-Román & Pablo Juan Cárdenas-García & Juan Ignacio Pulido-Fernández, 2020. "Tourist Tax to Improve Sustainability and the Experience in Mass Tourism Destinations: The Case of Andalusia (Spain)," Sustainability, MDPI, vol. 13(1), pages 1-20, December.
    6. 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.
    7. Choi, Andy S. & Fielding, Kelly S., 2013. "Environmental attitudes as WTP predictors: A case study involving endangered species," Ecological Economics, Elsevier, vol. 89(C), pages 24-32.
    8. Birdir, Sevda & Ünal, Özlem & Birdir, Kemal & Williams, Allan T., 2013. "Willingness to pay as an economic instrument for coastal tourism management: Cases from Mersin, Turkey," Tourism Management, Elsevier, vol. 36(C), pages 279-283.
    9. Lan Anh Nguyen & Manh-Hung Nguyen & Viet-Ngu Hoang & Arnaud Reynaud & Michel Simioni & Clevo Wilson, 2024. "Tourists’ preferences and willingness to pay for protecting a World Heritage site from coastal erosion in Vietnam," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(11), pages 27607-27628, November.
    10. Alberini, Anna & Longo, Alberto, 2007. "Valuing the Cultural Monuments of Armenia: Bayesian Updating of Prior Beliefs in Contingent Valuation," Sustainability Indicators and Environmental Valuation Working Papers 9337, Fondazione Eni Enrico Mattei (FEEM).
    11. Tuan, Hun Tran & Navrud,Stale, 2012. "Capturing the Benefits of Preserving World Heritage Cultural Heritage Sites," EBLA Working Papers 201202, University of Turin.
    12. 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.
    13. Halkos, George & Matsiori, Steriani & Dritsas, Sophoclis, 2017. "Exploring social values for marine protected areas: The case of Mediterranean monk seal," MPRA Paper 82490, University Library of Munich, Germany.
    14. 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.
    15. Meleddu, Marta & Pulina, Manuela, 2016. "Evaluation of individuals’ intention to pay a premium price for ecotourism: An exploratory study," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 65(C), pages 67-78.
    16. Anna Alberini & Alberto Longo, 2007. "Valuing the Cultural Monuments of Armenia: Bayesian Updating of Prior Beliefs in Contingent Valuation," Working Papers 2007.36, Fondazione Eni Enrico Mattei.
    17. Ryan, Anthony M. & Spash, Clive L., 2011. "Is WTP an attitudinal measure? Empirical analysis of the psychological explanation for contingent values," Journal of Economic Psychology, Elsevier, vol. 32(5), pages 674-687.
    18. Halkos, George & Matsiori, Steriani, 2018. "Environmental attitudes and preferences for coastal zone improvements," Economic Analysis and Policy, Elsevier, vol. 58(C), pages 153-166.
    19. Ndebele, Tom, 2020. "Assessing the potential for consumer-driven renewable energy development in deregulated electricity markets dominated by renewables," Energy Policy, Elsevier, vol. 136(C).
    20. Jagoda Adamus, 2023. "How Much Are Public Spaces Worth? Non-Market Valuation Methods in Valuing Public Spaces," Gospodarka Narodowa. The Polish Journal of Economics, Warsaw School of Economics, issue 2, pages 66-89.

    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:jsusta:v:11:y:2019:i:21:p:5880-:d:279400. 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.