Prepared for what lies ahead in tourism
Stay up-to-date with current, independent statistics and information on tourism in the Alpine region.
High-mountain landscapes and forests are the most important landscape features for tourists, with forests being regarded as having high aesthetic value and playing an important role in cooling the environment.
A large majority—over 90% of those surveyed—shows a clear willingness to pay for forest conservation and would, on average, pay an additional five euros per night as an environmental fee.
A massive 50% loss of forest represents a critical threshold beyond which approximately 75% of tourists would refrain from visiting the region again.
Rising temperatures above 30°C act as a strong deterrent, with more than half of summer visitors saying they no longer wish to return to the area.
Abstract of this study
Forests are important providers of ecosystem services for mountain tourism, but at the same time they are vulnerable to the effects of climate change. This study examines tourists’ perceptions and evaluations of forest ecosystem services and climate change and analyzes the results within the “Drivers-Pressures-States-Impacts-Response” framework.
Using the Stubai Valley in the Austrian Alps as a case study, 349 summer tourists were surveyed on how they evaluate the services provided by mountain forests and perceive changes. The results show that forests and high-mountain landscapes are of great importance to visitors, and nearly all participants (over 90%) would be willing to pay an additional eco-tourism fee.
In addition, thresholds for behavioral change were identified: for most respondents, these occur at a 50% loss of forest cover and at temperatures above 30°C. Among the forest’s ecosystem services, aesthetic values were cited most frequently, followed by cooling effects. The study underscores the need to understand tourists’ expectations regarding ecosystem services in order to manage them appropriately and adapt them to visitors’ needs in the context of climate change.
Key Findings of This Study
- Landscape Preferences: After high-mountain landscapes, forests are the most important feature for summer visitors, who particularly value their aesthetic appeal and cooling effect.
- Financial Valuation: Over 90% of the tourists surveyed are willing to pay an additional environmental fee for forest conservation, with the median amount being five euros per person per night.
- Critical Forest Loss: A 50% decline in forest area is considered a significant threshold beyond which approximately 75% of vacationers would refrain from visiting the region again.
- Heat tolerance: Temperatures above 30°C represent a threshold, as more than half of the guests would no longer wish to return to the study area under such heat.
- Socioeconomic factors: The willingness to contribute financially to the protection of mountain forests is largely independent of tourists’ age, nationality, or income.
- Future Management: Tourism officials should place greater emphasis on shaded attractions and cooling facilities to maintain the appeal of the Alpine region despite ongoing climate change.