An evaluation of willingness to pay for sustainable accommodation in Gozo

Abstract

This study uses a discrete choice experiment (DCE) to examine the factors shaping tourists’ preferences for sustainable accommodation in Gozo. Six environmental attributes; eco friendly toiletries, renewable energy use, water and energy conservation, towel and linen reuse, carbon offset schemes, and waste management were assessed through willingness-to-pay (WTP) estimates. Data were collected via a structured survey of 317 visitors and supported by stakeholder interviews. Empirical analysis applied conditional choice models, alongside linear probability and logit models to account for differences in tourist characteristics. Results show that over three-quarters of respondents are willing to pay a premium for at least one sustainable feature, with WTP estimates clustered between €11.66 and €12.11 per night. This narrow range suggests that tourists value sustainability as a comprehensive offering rather than isolated measures, although it may also reflect survey design limitations affecting respondents’ ability to differentiate between attributes.