Ecosystem services and quality certification: understanding tourist choices in a national park setting

Purpose – This paper aims to explore the role of cultural ecosystem services in influencing tourist behaviour toward certified products in the context of the Gran Paradiso National Park (Italy). It investigates whether visitors who engage with the park's cultural and recreational offerings are more likely to purchase “Qualità Gran Paradiso” certified products, a label that identifies high-quality local goods produced in line with the Park's environmental and sustainability criteria. Design/methodology/approach – The study is based on primary data collected through the face-to-face administration of a structured questionnaire during the summer tourist season of 2024. Logistic regression is employed to assess the influence of socio-demographic characteristics, visitor habits, and engagement with Cultural Ecosystem Services, such as artistic activities, cultural events, and recreational services, on the likelihood of purchasing certified products. Findings – The findings reveal that families with children, individuals with higher education, and those engaging in gastronomic tourism or overnight stays are more inclined to purchase certified products. Moreover, participation in artistic and cultural events significantly increases the likelihood of such purchases. These results highlight the connection between local products, cultural identity, and sustainability goals in promoting consumer/tourist preferences. Social implications – This research provides insights for local entrepreneurs, park administrators, and policy makers by identifying key drivers for promoting sustainable product consumption within protected areas. Additionally, it emphasizes the importance of cultural services in enhancing both the economic sustainability and cultural preservation of local communities. Originality/value – The novelty of this study lies in the investigation of how the valuation of cultural ecosystem services influences consumer likelihood of purchasing certified products. Furthermore, it contributes to the literature by presenting Gran Paradiso National Park as a case study that links the park's unique cultural heritage with sustainable consumer behaviour.