Would You Still Visit? : How a Tourism Tax Could Influence Travel Decisions to Swedish Destinations

This research examines how a potential tourism tax could influence travelers' decisions when choosing to visit a Swedish destination. As tourism taxes become increasingly common around the world, there is an ongoing debate in Sweden about whether such a fee would be appropriate. The research examines both price-related and non-price factors that affect tourists' decision-making. Including factors such as price (cost for the consumer), sustainability, destination image, attractions and social influence. A quantitative survey was conducted with 281 participants to understand how these factors compare in importance. The results show that price does matter, especially for younger travelers and those who do not travel often. However, the non-price factor of destination image has a stronger influence and travelers tend to be willing to pay extra if they have a positive image of the destination. On the other hand, sustainability was ranked the least important factor and did not make tourists' more willing to pay for a sustainable destination. The findings suggest that tourists may still be willing to visit a Swedish destination even if a tourism tax is introduced. Since Sweden offers diverse tourism experiences, a tourism tax may not be suitable everywhere. A destination's unique characteristics play a crucial role in determining whether a tourism tax would be effective or beneficial. This study provides insights for policymakers, destination management organizations and tourist managers to understand the factors influencing tourists' decision-making process when choosing a Swedish destination.