Are Tourists Willing to Pay More for Sustainable Tourism? A Choice Experiment in Switzerland

The preferences of tourists and also the willingness to pay a premium for sustainable products are identified by employing a choice experiment with almost 5,000 respondents in Switzerland. It shows that tourists principally favour sustainable tourism products. A gap between thinking and acting can be observed in the outcome of the choice experiment. Generally, the experiment shows that tourists would principally favour sustainable tourism products. Although there are clear pref-erences in favour of sustainable products, it can be shown that the respondents are only willing to pay a small premium for the inclusion of specific attributes in most cases.