Visitor's Willingness to Pay for National Park Entrance Fees in China: Evidence from a Contingent Valuation Method.

Lin Song,Yi Xue,Jincan Zhang,Yaqiong Jing

doi:10.3390/ijerph182413410

Abstract

China has been making efforts in nature conservation by developing a new national park system. Setting a fee-based entrance policy for the newly established national parks can be challenging without information on visitors’ willingness to pay (WTP). Thus, this study aims to evaluate visitors’ WTP entrance fees with a dataset of 1215 visitors collected in China’s planned Qinling National Park (QNP). Using the double bounded dichotomous choice format of the contingent valuation method, we obtained the mean WTP for the entrance fee of QNP of 200 yuan. Visitors’ demand becomes relatively inelastic at the recommended entrance fee of 160 yuan when the expected ticket revenue will reach its maximum of 13.8 billion yuan. Our study also indicates that visitors’ WTP is significantly influenced by their gender difference, education level, income, number of trips to natural attractions, duration of stay, the intention of a future visit, and concern about commercial exploitation. Our empirical study provides insights into developing effective pricing policies and appropriate marketing strategies for China’s new national park system.

Highlights

China, one of the most diverse and heritage-rich countries in the world, has established its protected area system with more than ten types, covering 18% of its land area and 4.1% of its sea area [1]
The socio-economic variables used in the model specification have been the respondent’s gender, age, residence, education, income, trip, stay, alone, and visit
The willingness to pay (WTP) estimation of the entrance fee can be used as a reference to set the pricing policy for the Qinling National Park (QNP)

Summary

Introduction

One of the most diverse and heritage-rich countries in the world, has established its protected area system with more than ten types, covering 18% of its land area and 4.1% of its sea area [1]. Commission and other 13 ministries jointly issued the Scheme for Establishing National Park. System Pilot, China has launched ten pilot national parks involving 12 provinces. These pilot areas cover a total of nearly 0.22 million square kilometres, accounting for 3% of. China’s land area [2]. Unlike previously established nature reserves that protect specific species, China’s national parks emphasise the authentic and integral protection of the natural ecosystems and natural and cultural heritage, as well as facilitate cultural, scientific, educational, recreational, and visiting opportunities

Objectives

Methods

Results

Conclusion