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The willingness to pay for sustainable tourism products and services has been widely discussed in the scientific literature. However, change in the willingness to pay over time has rarely been analysed. Such studies are important for understanding the impact that the increasing debate on sustainability, including environmental, economic, and social aspects, may have had on the willingness of tourists to pay more in order to ensure the sustainability of destinations. The aim of this article is to assess how the willingness of tourists to pay for sustainable tourism services has developed in the Spanish city of Cáceres, declared a World Heritage Site in 1986. Data from surveys conducted in 2012 and 2016 were used for this purpose. Logistic regression was applied to determine whether sociodemographic characteristics of tourists who visit the city influenced their willingness to pay in each year. A Chow test was applied to elucidate whether the differences between the years were statistically significant. The results obtained indicate that only the level of education determined willingness to pay, while origin, gender and age showed no effect. No significant change in the willingness to pay for sustainability was found among tourists in Cáceres between 2012 and 2016. These findings indicate that the willingness to pay for more sustainable tourism services did not increase during the period studied. We propose some measures such as a ‘municipal observatory of sustainable tourism’ in order to increase willingness to pay in this type of destination.

Investigating Change in the Willingness to Pay for a More Sustainable Tourist Destination in a World Heritage City