No Planet-B Attitudes: The Main Driver of Gen Z Travelers’ Willingness to Pay for Sustainable Tourism Destinations

With consumers becoming increasingly aware of the effects of human activity on the environment, tourism products and destinations are increasingly marketed as sustainable and socially responsible. As most sustainable practices lead to additional costs, and tourists’ decisions tend to be price sensitive, achieving sustainability goals necessarily involves understanding how much more tourists are willing to pay for sustainable practices as well as the antecedents of such willingness to pay (WTP). The present study aims to advance knowledge on the antecedents of WTP for sustainable destinations (WTP-4-SD), for which it builds on previous studies employing the Theory of Planned Behavior (TPB) and the New Environmental Paradigm (NEP). In this context, a theoretical model involving ecotourism attitudes, environmental beliefs, climate change-related risk perceptions (CC-RRP), environmental concern during trip (ECDT), and sustainable consumption behavior (SCB) as antecedents of WTP-4-SD is proposed. The model was tested based on data collected through an online survey from a sample of 847 Spanish and Portuguese Gen Z travelers and analyzed through Structural Equations Modeling (SEM). The findings suggest that a cohesive set of attitudes and beliefs regarding the man–nature relationship, the risks of climate change, and the role of tourism—which have been labeled “No Planet-B Attitudes”—is the main driver of WTP-4-SD. The effects of SCB and ECDT on WTP-4-SD have also been confirmed—although the latter is quite small—as well as those of No Planet-B Attitudes on both. The findings bring about insights into young travelers’ attitudes towards nature and the role of tourism in sustainable development, as well as useful implications for sustainable tourism planning and marketing.