Tourist Attitudes to the COVID-19 Pandemic and Their Influence on Sustainable Tourism Behaviour: Evidence from Cáceres, a UNESCO World Heritage City

Research on post-COVID tourism behaviour has expanded rapidly, yet inland UNESCO World Heritage cities remain underexamined, particularly in Mediterranean contexts. This study examines whether the pandemic produced durable changes in tourist behaviour and in willingness to pay for sustainable services in Cáceres, Spain. A structured face-to-face survey was administered to 421 visitors in March 2023, after public-health restrictions had been lifted. The analysis covered self-reported behavioural change, perceived impacts on different destination types, perceived effects on local sustainability objectives and changes in willingness to pay (WTP) for sustainable services. Descriptive statistics were complemented by an exploratory binary logistic regression predicting increased WTP. Because the model includes only sociodemographic predictors and shows modest fit, it is used to describe associations rather than to predict. Reported behavioural change was limited: mean scores for crowd avoidance, health–safety preferences, shorter stays and substitution towards rural and nature tourism ranged from 1.73 to 1.91 on a five-point scale. Respondents nevertheless perceived substantial spatial effects of the pandemic, particularly on natural parks (92.6%) and rural destinations (84.1%). Most believed that the pandemic had accelerated sustainability efforts mainly through greater institutional and business awareness (54.9%). WTP proved relatively stable, with 62.7% reporting no change and 26.1% an increase. Women and respondents with university education showed higher odds of reporting increased WTP. Because constructs such as institutional trust and pro-environmental values were not measured directly, these attitudes are interpreted—rather than demonstrated—as reflecting governance-related confidence and value orientations more than lingering health concerns. This governance-and-values reading is the study’s main interpretive contribution and requires confirmation with direct measures of the underlying constructs.