Exploring willingness to pay for sustainability in tourism: A co-word analysis of the literature review

This study presents a comprehensive bibliometric and co-word analysis of academic literature on tourists’ willingness to pay (WTP) for sustainability in tourism. Through a systematic review of 173 articles indexed in Web of Science and analyzed using SciMAT, we map the conceptual landscape of WTP, identifying dominant themes and research gaps. Results reveal that WTP is a motor theme, central to understanding financial support for conservation and sustainable practices, closely linked to biodiversity, consumer behaviour, and carbon emissions. Thematic clusters such as hybrid choice models and ecosystem services underscore the intersection of environmental, economic, and psychological dimensions in sustainable tourism. Our analysis shows that WTP is driven by socio-demographic factors, environmental awareness, and the perceived impact of contributions. While conservation fees and eco-labelling foster positive responses, behavioural barriers and limited trust in policy transparency can hinder engagement. Emerging and underdeveloped areas—including cultural events and psychological biases—suggest promising directions for future inquiry. We conclude by proposing a research agenda that integrates behavioural economics, environmental psychology, and digital innovation to deepen understanding of tourists’ financial commitment to sustainability. This article contributes novel insights by combining bibliometric mapping with qualitative interpretation, offering a roadmap to advance sustainable tourism scholarship and practice.