Are Tourists Really Willing to Pay More for Sustainable Destinations?

The understanding of pro-sustainable behavior and its true economic implications is an important subject for tourism destination marketers and policymakers, especially given that limited research has focused on the economic implications of tourist preferences for more sustainable destinations. Following the identification of three different demand segments using the concept of sustainable intelligence (level of commitment, attitude, knowledge and/or behavior with regard to sustainability), this study hypothesizes that the tourist segment with high level of sustainable intelligence (called pro-sustainable tourist) is willing to pay more to visit a more sustainable destination. The main aim of this paper is to use the logistic regression model to estimate the premium price that each segment is willing to pay to visit a sustainable destination. This paper reports the result of a willingness to pay study using data from 1118 respondents visiting theWestern Costa del Sol (Andalusia, Spain), a mature sun-and-sand destination that is currently facing several developmental challenges supposedly associated with sustainability. The results obtained from this research study indicate that the tourist segment with high levels of sustainable intelligence is willing to pay more to visit a more sustainable tourism destination. However, there is little willingness to pay if the destination's commitment to sustainability increases the price of the tourism product (26.6% of respondents).