Abstract
The need to determine appropriate pricing policies has become a significant challenge for recreation agencies, and pricing research such as willingness to pay has become increasingly important. However, the validity of procedures used to measure willingness to pay has been criticized, primarily in terms of “hypothetical bias” and “strategic bias.” This study, conducted with campers in Forest Service Recreation Sites in BC, presents an approach for improving validity, by providing respondents with more context for stating fee preferences, and by including attitudinal items aimed at exploring the belief structure associated with the implementation of fees.
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