Exploring willingness to pay for sustainability in tourism: A co-word analysis of the literature review

Authors

DOI:

https://doi.org/10.64976/jbtm.8

Keywords:

Willingness to Pay (WTP), Sustainable Tourism, Co-word Analysis, Environmental Awareness

Abstract

This study presents a comprehensive bibliometric and co-word analysis of academic literature on tourists’ willingness to pay (WTP) for sustainability in tourism. Through a systematic review of 173 articles indexed in Web of Science and analyzed using SciMAT, we map the conceptual landscape of WTP, identifying dominant themes and research gaps. Results reveal that WTP is a motor theme, central to understanding financial support for conservation and sustainable practices, closely linked to biodiversity, consumer behaviour, and carbon emissions. Thematic clusters such as hybrid choice models and ecosystem services underscore the intersection of environmental, economic, and psychological dimensions in sustainable tourism. Our analysis shows that WTP is driven by socio-demographic factors, environmental awareness, and the perceived impact of contributions. While conservation fees and eco-labelling foster positive responses, behavioural barriers and limited trust in policy transparency can hinder engagement. Emerging and underdeveloped areas—including cultural events and psychological biases—suggest promising directions for future inquiry. We conclude by proposing a research agenda that integrates behavioural economics, environmental psychology, and digital innovation to deepen understanding of tourists’ financial commitment to sustainability. This article contributes novel insights by combining bibliometric mapping with qualitative interpretation, offering a roadmap to advance sustainable tourism scholarship and practice.

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Author Biographies

Sandra Monroy Rodríguez, Complutense University of Madrid, Spain

Dr. Sandra Monroy-Rodríguez is a researcher and lecturer at the Complutense University of Madrid, Spain, in tourism and sustainability, with expertise in consumer behavior, environmental awareness, and willingness to pay for sustainable tourism practices. She has collaborated with institutions such as Nebrija University, contributing to projects focused on sustainable destination management and environmental economics. Her work integrates quantitative and qualitative approaches to examine how travelers engage with sustainability, and she has participated in international academic initiatives aimed at promoting responsible tourism development.

Daniela Thiel-Ellul, Nebrija University, Spain

Dr. Daniela Thiel-Ellul is a scholar in tourism studies with expertise in sustainability, destination management, and visitor behavior. Her research explores the dynamics of environmentally responsible tourism, the adoption of sustainable practices in the hospitality sector, and the socio-psychological factors that shape tourists’ decision-making. Daniela is affiliated with Nebrija University, Spain, where she participates in research initiatives linking sustainability, innovation, and tourism development.

Ana Fernández-Ardavín, Nebrija University, Spain

Dr. Ana Fernández-Ardavín is a researcher in tourism and sustainability, specializing in cultural heritage management, visitor experiences, and the integration of sustainable practices in tourism destinations. Her work examines how cultural, social, and environmental factors influence tourist behavior and destination competitiveness. Ana is affiliated with Nebrija University, Spain, where she contributes to research projects focused on sustainable tourism development, innovation in destination planning, and the evolution of cultural tourism in contemporary societies.

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Published

2025-11-20

Issue

Vol. 1 No. 2 (2025): #2

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Articles

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Copyright (c) 2025 Sandra Monroy Rodríguez, Daniela Thiel-Ellul, Ana Fernández-Ardavín

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