Abstract
This study verifies the willingness of visitors in contributing towards the preservation and conservation of Rio Cocó Ecological Park. Contingent Valuation Method was used with estimation of the values of the Willingness to Pay (WTP). 159 questionnaires were applied with park visitors. Descriptive analysis, logistic regression and calculation of WTP were used. The results indicated that 58% of respondents are willing to pay to visit the park. The data shows that: 64% were female; 25% had dependents; the average number of visits to the park was 2.09 visits per year; the mean age was 29.69 years; and the average salary of the respondents was R$ 3,669.00. Logistic regression reveals that family income, gender, and number of dependents have positive influence on WTP while schooling and conservation influence negatively. There was also an average WTP of R$ 11.53 to visit the park and a total WTP of R$ 44,194.49 per month.
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