Abstract
This paper focuses on visitor demand for the quality conservation of Venice according to different nationalities. The vast majority of visitors to Venice are foreigners (both tourists and day-visitors) who come from all over the world. In this research they are mainly categorized as non-Italian Europeans or non-Europeans. A specific theoretical model, in which quality conservation is provided publicly and also privately through donations, is presented for nationals and for foreigners. The data are obtained from a contingent valuation survey carried out in Venice, the aim of which was to estimate visitors’ willingness to donate (WTD) to the Venice flood defence programme. Demand functions are estimated by applying a two- stage regression model. The authors show that the majority of visitors are willing to donate. On average, Italians and non- Europeans would donate more than non-Italian Europeans. As expected, these visitor categories have different mean WTD and different behavioural functions which are affected by attitudinal and economic variables. Bequest value is the main donation motive. Those who identify this as a donation motive, on average, state the highest WTD and the highest degree of certainty to donate. This result seems to confirm empirically the validity of the sustainable development principle applied to the management of Venice as a cultural tourist site.