Abstract:This study seeks to evaluate the willingness of tourists to pay for a more sustainable experience in Jericoacoara, Ceará in Brazil. It consists of a survey of 386 tourists. The data was collected from an online questionnaire administered on location. We used the Contingent Valuation Method (CVM), a descriptive method of analysis, and multiple linear regressions. The results indicate that, on average, tourists are willing to pay R$8,51 in addition to the Sustainable Tourism Fee charged by the Municipality of Ji… Show more
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