A serious market study has finally been done on space tourism and it shows a substantial market, even for brief sub-orbital flights. The Futron/Zogby study of high income individuals found that 19% would pay $100k for a sub-orbital flight. Furthermore, 7% would pay $20M to go to the Space Station (if they had the money.) The percentages go up if the prices could come down, especially with availability of private orbital facilities.

With around 30 million high-net-worth households ($500,000+) in the US, this indicates a market of several million for suborbital on the short term and eventually for orbital. We can hope that like previous expensive luxuries, e.g. jet travel and ocean cruises, the wealthy will pull the prices down to a level reachable by the rest of us.