Abstract: This article presents a behavioural analysis of tourists visiting a leisure area in the north of Spain to evaluate their reaction when faced with a series of tariffs and alternative transport modes to estimate potential income for reinvestment in sustainable mobility policies. The active involvement of the different groups affected by the changes has led to a series of policies able to generate income for financing a new urban transport service, park and ride installations and their associated vehicles. These changes resulted in a noteworthy improvement in the quality of life of the local residents and an improved, less intense tourist experience.

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