Environmental perceptions and willingness to pay for preservation: Evidence from beach destinations in China

Abstract

Abstract Beaches are regarded as a core resource in coastal tourism. However, they are being eroded by environmental pollution, which has negative impacts on visitors' tourism experiences. This study proposed a framework to elaborate the effects of visitors' environmental perceptions on satisfaction and willingness to pay for environmental protection. The findings revealed that visitors' perceptions of a beach's quality had significant positive effects on their satisfaction. Furthermore, satisfaction significantly increased visitors' willingness to pay for environmental protection. In addition, visitors' perceptions of the beach environment had a direct and positive impact on their willingness to pay for environmental protection.