Tourists’ willingness to pay for pro-poor tourism income distribution: Evidence from revealed and stated preference experiments

Tourists' willingness to pay for income distribution is vital to pro-poor tourism, as it affects both the allocation of tourism income to impoverished communities and the overall profitability of tourism in these areas. This study examines tourists’ revealed and stated preferences for income distribution models led by corporations, governments, and communities within pro-poor tourism. We conducted two choice experiments with the same group of tourists at a disadvantaged destination in southwest China to evaluate their actual and hypothetical willingness to pay for souvenirs under different income distribution models. The results from both experiments consistently show a stronger preference among tourists for community-led income distribution in pro-poor tourism. This study suggests that community-led income distribution has the potential to enhance pro-poor tourism development, advocating a shift towards community-centric tourism strategies.