Tourist mobility packages in an island mass tourism destination: Exploring preferences heterogeneity and willingness-to-pay

• Rosa Marina González ^[1] ; Concepción Román ^[2] ; Juan Carlos Martín ^[2] ; Imanol L Nieto-González ^[1]
  1. [1] Universidad de La Laguna

     Universidad de La Laguna

     San Cristóbal de La Laguna, España

     
  2. [2] Universidad de Las Palmas de Gran Canaria

     Universidad de Las Palmas de Gran Canaria

     Gran Canaria, España

     
• Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 31, Nº. 8, 2025, págs. 1525-1550
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Ensuring a sustainable and efficient transportation system meeting visitor mobility needs is paramount for mass tourist destinations. Recognising this challenge, some destinations are embracing Mobility as a Service (MaaS) solutions as a strategy to create a more sustainable transportation system for tourists. This study uses a discrete choice experiment to analyse tourists’ preferences and willingness to pay for MaaS packages in two well-known municipalities of the Canary Islands, one of Europe’s premier mass tourism destinations. The empirical evidence of taste heterogeneity revealed by the analysis indicates that a one-size-fits-all solution is inadequate. Therefore, the development of mobility packages must be tailored to the specific needs of distinct tourist segments. This approach caters to individual preferences and maximises the perceived value for each tourist segment, promoting the adoption of sustainable transportation options.