ABSTRACT
This chapter takes as its starting point the observation of tourists’ behaviors in order to discuss how humanistic management can inspire sustainable tourism policies. In particular, it discusses how socio-cultural factors related to tourists’ country of origin (COO) and their environmental awareness determine both the ways in which their holiday and everyday behaviors differ and different levels of willingness to pay (WTP) for more sustainable tourism services. The hypotheses were tested on a representative sample of international tourists around Lake Garda (Italy). Findings indicate a link between COO and virtuous holiday behaviors. The tourists’ WTP totaled 20 million euros, which decision-makers could invest in key humanistic management objectives for the territory.
