Seminario de investigación en turismo: Small is beautiful: visitors’ and firms’ willingness to commit to a protected area

El jueves 7 de abril a las 11 horas tendrá lugar, en modalidad híbrida, un Seminario de investigación en turismo titulado Small is beautiful: visitors’ and firms’ willingness to commit to a protected area. Estará a cargo de Marta Meleddu, de University of Sassari, Italy.

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Resumen

An in-depth literature review that emphasizes the role of Ecosystem Services (ES) and Protected Areas (PAs) gives us room to explore cultural ES. Specifically, this paper extends this stream of literature by analyzing the visitors’ and firms’ willingness to commit to a PA. A more holistic framework is analyzed through a Partial Least Squares Structural Model based on survey data. The findings reveal that, if they are loyal and satisfied with their visit, visitors are willing to commit to a PA through eco-sustainable practices and earmarked taxation. Furthermore, internal eco-practices (i.e. the use of organic products, waste recycling) and altruistic motivations (i.e. environmental protection, clients’ needs) drive firms' satisfaction. Nevertheless, these small businesses have suffered the adverse economic and financial effects of the Covid-19 pandemic. Hence, a consistent monitoring of ecotourism’s impact on natural resources is required to guarantee the sustainability of PAs.

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