Willingness to pay for “green skiing”

In this note we provide preliminary empirical evidence on Norwegian alpine skiers’ willingness-to-pay for season pass attributes that make alpine skiing more sustainable. We focus on two key attributes; (1) compensating for the CO2 emissions associated with the activity by purchasing CO2 quotas and...

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Bibliographic Details
Published in:Journal of hospitality and tourism management 2021-06, Vol.47, p.252-255
Main Authors: Haugom, Erik, Malasevska, Iveta, Alnes, Per Kristian, Mydland, Ørjan
Format: Article
Language:English
Subjects:
Co2 emissions
Innovative pricing
Public transportation
Sustainable alpine skiing
Tourism industry
Variable pricing
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Summary:In this note we provide preliminary empirical evidence on Norwegian alpine skiers’ willingness-to-pay for season pass attributes that make alpine skiing more sustainable. We focus on two key attributes; (1) compensating for the CO2 emissions associated with the activity by purchasing CO2 quotas and (2) compulsory use of public transportation to/from the ski resort. The results show that there is a substantial interest in season passes that includes CO2 compensation. However, combining season passes with compulsory use of public transportation (ski bus) does not seem to be attractive to Norwegian alpine skiers/snowboarders. The optimal prices of the two alternatives are approximately 11.5% higher (CO2 version) and 25% lower (ski bus version) when compared to a regular season pass.
ISSN:1447-6770
1447-6770
DOI:10.1016/j.jhtm.2021.03.010