Young Segment Attitudes towards the Environment and Their Impact on Preferences for Sustainable Tourism Products

This paper aims to understand better how attitudes towards the environment could influence preferences and willingness to pay for the development of sustainable tourism products on the Spanish island of Gran Canaria. A hybrid choice model is estimated to analyse how different latent constructs related to environmental concerns affect individuals’ preferences for a set of sustainable tourism activities. The data used in the analysis are obtained from a discrete choice experiment where different scenarios with nature-based tourism packages are created. A set of measurement indicators allowed us to gain insight into the underlying latent structure regarding the individuals’ attitudes towards the environment. The analysis consists of integrating these attitudes into a choice model, focusing on a market segment primarily composed of potential customers who are young residents and non-residents. The results reveal significant heterogeneity in preferences and willingness to pay for the various activities under study when attitudinal latent factors are incorporated into the model. Our findings provide valuable insights for researchers, policymakers, and practitioners promoting sustainable tourism products.