Impact of the Environment on Holiday Destination Choices of Prospective UK Tourists: Implications for Tropical North Queensland

In this article, the findings of a choice modelling study of prospective tourists from the UK are reported. The study is focused on the relative importance of the natural environment on the choices made by prospective UK tourists regarding their overseas holiday destination. The study data are used to analyse the impacts on destination choices of changes in a range of features that describe the holiday locations included in the study. The willingness to pay for changes in the condition of the natural environment – and other destination features – is estimated. The study findings are relevant to the development of the competitive strategy of the nature-based holiday destination of Tropical North Queensland.