Tourist tax for sustainability: Determining willingness to pay

Tourist tax has become increasingly important to destinations worldwide internalize the external costs of tourism and support investments, provide social services protect environment. Based on “the user pays principle”, tourist aims for a fair distribution created by activity. It is therefore explore tourists’ willingness pay tax, identify its antecedents, examine outcomes tax. However, few studies have examined attitudes as taxpayers. Hence, present study determine (WTP) enhance sustainable factors affecting their willingness. Informed literature review, various scenarios were created. The scenario surveys collected from tourists staying at least one night in Istanbul. Data 428 responses analyzed utilizing Tobit model STATA v14 program. results indicate that average amount are willing varied with each scenario. WTP was lowest when expenditure items not specified whereas it highest cultural heritage In line proposed model, also depended socio-demographic variables, knowledge level, travel content, behavioral factors.