Abstract
Nature reserves play a crucial role in providing diverse ecosystem services (ESs) that benefit local residents, but they are also confronted with challenges such as degradation and human-wildlife conflicts. There is limited understanding of the demand for ESs from the public's perspective, although the current nature reserve policy aims to address these issues. Therefore, it is essential to assess the preferences of the public towards ESs in order to ensure sustainable management. In this study, the choice experiment methodology was employed to investigate the preferences of the public for ESs in the Taibai Mountain Nature Reserve (TMNR) in China. Despite its significant benefits to local residents, the TMNR also faces ongoing risks due to unfriendly behavior and conflicting interests among the public. A total of 547 respondents from three counties in the TMNR region were interviewed. Their preferences and marginal willingness to pay (MWTP) for improvements in essential ESs were analyzed using various discrete choice models. The results demonstrate that preference heterogeneity exists in ESs, particularly in habitat and information services. This research demonstrates the policy relevance of attributes related to ESs. It provides valuable empirical evidence that can guide decision-makers in managing nature reserves, enhancing management effectiveness, and promoting local well-being.
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