Incorporating visitors’ preferences into the policy framework of a Rainforest Discovery Centre

Abstract

Purpose This study aims to incorporate visitors’ preferences for sustainable development into the policy framework of Rainforest Discovery Centre (RDC), Sabah, Malaysia. Design/methodology/approach A stated preference technique known as choice experiment (CE) method is used in this study. Four management attributes, namely, information provision (IP), protection level (PL), guided tour (GT) and entrance fee (FEE), were identified as the most relevant aspects of the RDC in Sabah. Two econometrics models which are conditional logit and random parameter logit were estimated to achieve the purpose of the study. Findings This study finds that visitors support the proposed development of RDC. The alteration of protection level (i.e. improvement of “PL” attribute) is the most concerning matter among visitors. Since the random parameter logit model revealed that PL is specified as random, the individual heterogeneity exists for PL. Practical implications The current issues in ecotourism were studied and integrated into the methodology. A unique and comprehensive policy structure was developed, and enables to respond with any contemporary issues linked to protected areas (PA) without neglecting the natural and cultural endowments. Originality/value This study presents an in-depth understanding of visitors’ preferences in the ecotourism industry and used CE as a mechanism tool to explore visitors’ preferences. This study incorporates the conceptualisation of visitors’ preferences and sustainable tourism development into the PA framework structure.