Is your budget your guide? The willingness to pay for a more sustainable experience in Jericoacoara
DOI:
https://doi.org/10.19094/contextus.2023.83151Keywords:
willingness to pay, sustainable tourism, Jericoacoara, environment, sustainabilityAbstract
This study seeks to evaluate the willingness of tourists to pay for a more sustainable experience in Jericoacoara, Ceará in Brazil. It consists of a survey of 386 tourists. The data was collected from an online questionnaire administered on location. We used the Contingent Valuation Method (CVM), a descriptive method of analysis, and multiple linear regressions. The results indicate that, on average, tourists are willing to pay R$8,51 in addition to the Sustainable Tourism Fee charged by the Municipality of Jijoca de Jericoacoara (28.4% more). We identified that the variables age, income and dependents influenced their Willingness to Pay (WTP).
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