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http://hdl.handle.net/10397/107077
Title: | Are Chinese willing to pay for travel carbon offset products? | Authors: | Wu, H Zhang, H Song, H |
Issue Date: | 2024 | Source: | Journal of sustainable tourism, Published online: 08 Apr 2024, Latest Articles, https://doi.org/10.1080/09669582.2024.2336493 | Abstract: | This study explored tourists’ preferences and willingness to pay for travel carbon offset (TCO) products using a hybrid choice model (HCM). This model integrates a mixed multinomial logit model (MMNL) and a latent variable model (LVM) to facilitate the exploration of preference heterogeneity among tourists by incorporating individual psychological constructs. The key empirical results were as follows: (1) the respondents were more likely to purchase a TCO product when they were provided with both TCO and opt-out options; the respondents were willing to pay ¥108 (about US$15.88) for an optimal TCO product for 1-tonne travel carbon emissions; (2) tourists’ preferences for TCO products were influenced by offset- and travel-related factors, including offset quantity, project locations and types, TCO providers and payment time; and (3) green trust and socio-demographic characteristics influenced the respondents’ preferences for TCO products. Through this study, we extend the literature on global warming mitigation, pro-environmental behaviour and discrete choice modelling. Our empirical results can be used by tourism businesses to understand tourists’ demands for TCO products and to provide specific recommendations for developing decarbonisation products. | Keywords: | Carbon offset Decarbonisation Discrete choice experiment Hybrid choice model Willingness to pay |
Publisher: | Routledge | Journal: | Journal of sustainable tourism | ISSN: | 0966-9582 | EISSN: | 1747-7646 | DOI: | 10.1080/09669582.2024.2336493 | Rights: | © 2024 the Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group This is an open access article distributed under the terms of the Creative Commons attribution-nonCommercial-noDerivatives license (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, providedthe original work is properly cited, and is not altered, transformed, or built upon in any way. the terms on which this article has beenpublished allow the posting of the accepted manuscript in a repository by the author(s) or with their consent. The following publication Wu, H., Zhang, H., & Song, H. (2024). Are Chinese willing to pay for travel carbon offset products? Journal of Sustainable Tourism, 1–22 is available at https://doi.org/10.1080/09669582.2024.2336493. |
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