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<p>The significance of Environmental, Social, and Governance (ESG) criteria in tourism research has predominantly focused on the financial performance of corporations, often overlooking the examination of consumer behavior. This study aims to address this research gap by estimating tourists’ willingness to pay (WTP) for the implementation of ESG criteria, utilizing the Contingent Valuation Method. To ensure accurate estimations, a carefully crafted hypothetical scenario was presented, followed by a two-step validation process. The results revealed significant differences in tourists’ ESG awareness based on their place of residence, with local residents exhibiting a higher WTP compared to non-local tourists. Notably, environmental awareness emerged as a critical factor influencing consumer behavior, further reinforcing the applicability of ESG theory within the tourism sector. This study contributes to a broader understanding of ESG’s influence on consumer behavior and offers valuable insights for tourism management and policy development.</p>

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The impact of tourists’ ESG awareness on their willingness to pay: the case of Legoland Korea Resort

  • 期刊论文

  • 发表日期：

    2025年4月15日

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  • Chang-Young Jeon,
  • Hee-Won Yang

摘要

The significance of Environmental, Social, and Governance (ESG) criteria in tourism research has predominantly focused on the financial performance of corporations, often overlooking the examination of consumer behavior. This study aims to address this research gap by estimating tourists’ willingness to pay (WTP) for the implementation of ESG criteria, utilizing the Contingent Valuation Method. To ensure accurate estimations, a carefully crafted hypothetical scenario was presented, followed by a two-step validation process. The results revealed significant differences in tourists’ ESG awareness based on their place of residence, with local residents exhibiting a higher WTP compared to non-local tourists. Notably, environmental awareness emerged as a critical factor influencing consumer behavior, further reinforcing the applicability of ESG theory within the tourism sector. This study contributes to a broader understanding of ESG’s influence on consumer behavior and offers valuable insights for tourism management and policy development.