Assessing Tourists’ Willingness to Pay for Sustainable Tourism in Petra, a Contingent Valuation Study
2024
I. N. Abuamoud
Tourism is a vital economic sector globally, but its growth has raised concerns about its environmental impact. The study utilized the Contingent Valuation Method and Willingness to Pay to estimate additional costs tourists would pay for sustainable tourism in Petra. A survey of 446 international tourists examined their willingness to pay higher fees for improved services, providing insights into sustainable tourism management and pricing policies. Results reveal a positive inclination towards sustainable practices, with a majority expressing willingness to pay additional fees for entry, accommodation in eco-lodges, and electric transportation services within Petra. Cultural preservation also emerged as a priority, with tourists willing to pay for cultural events and donate towards site maintenance. However, interest in culinary experiences and professional photography services was comparatively lower. Regression analyses indicate age and marital status as significant predictors of WTP, emphasizing the importance of tailored marketing strategies. Recommendations include diversifying revenue streams, integrating cultural experiences, and fostering collaborations between stakeholders to promote sustainable tourism practices. This study contributes to understanding tourists’ preferences and behaviors regarding sustainable tourism, offering insights for the management and marketing of heritage sites like Petra while balancing economic growth with environmental conservation.
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