Choice Experiment Method Research Articles

Willingness to Pay for Gray and Green Interventions to Augment Water Supply: A Case Study in Rural Costa Rica.

Many rural communities in developing countries experience severe water shortages, limiting their capacity for self-sustainability. This study used contingent valuation and choice experiment methods and in-person interviews to estimate household willingness to pay (WTP) for gray and green interventions to augment water supply in rural Costa Rica. In particular, we examined residents' preferences for well construction, as a form of gray intervention, and reforestation, as a form of green intervention, aimed at alleviating water shortages. Household WTP to reduce annual water shortage by one day varied between $0.85 (95% CI = 0.77-0.94) and $1.32 (95% CI = 1.08-2.56) per month depending on the project. The results also indicated that households were willing to pay $2.28 (95% CI = 1.36-3.21) and $3.51 (95% CI = 2.57-4.44) per month to increase forest cover in the watershed by 140-180 and 300-340 ha, respectively, assuming no additional water provision from the reforestation project. Nonwater-related benefits comprised 25-34% of the WTP for green intervention, depending on the acreage scenario. We also observed that, even without the nonwater-related ecosystem service benefits associated with reforestation, the value of water from green intervention exceeded the corresponding value of water from gray intervention. The disparity between preferences for water obtained from gray and green intervention may be due to differences in corresponding timing, uncertainty, quality of additional water made available from the considered projects, and differences in value elicitation methods.

Valuing End-of-Life Care for Older People with Advanced Cancer: Is Dying at Home Important?

Most health care systems are facing the challenge of providing health services to support the increasing numbers of older people with chronic life-limiting conditions at the end of life. Many policies focus primarily on increasing the proportion of deaths at home. This study aims to investigate preferences for care throughout the latter stages of a life-limiting illness, particularly the importance of location of care, location of death, and the use of life-sustaining measures. It focuses on preferences for the care of an older person with advanced cancer in the last 3 weeks of life. A survey using discrete choice experiment (DCE) methods was completed online by a general population sample of 1548 Australians aged 45 years and over. The experiment included 12 attributes, and each respondent completed 11 choice sets. Analysis was by a mixed logit model and latent class analysis (LCA). The most important attributes influencing care preferences were cost, patient anxiety, pain control, and carer stress (relative importance scores 0.21, 0.19, 0.14, and 0.14, respectively), with less importance given to place of care and place of death (relative importance scores 0.03 and 0.01). The model predicted that 42% would consider receiving most care in hospital better than at home (58%) holding the levels of other attributes constant across the alternatives, while 42% would consider death in hospital better than at home (58%). Three population segments with different preferences were identified by the LCA, the largest (46.5%) prioritised how the patient and carer felt as well as the pain control achieved, the next largest (28.1%) prioritised cost, and the smallest segment (25.4%) prioritised a single room when an inpatient. This study shows that investment in services to support people at the end of life would be better targeted toward programmes that improve patient and carer wellbeing irrespective of the location of care and death.

Achieving Robust and Socially Acceptable Environmental Policy Recommendations: Lessons from Combining the Choice Experiment Method and Institutional Analysis Focused on Cultural Ecosystem Services

The reflection of ecosystem services in environmental policy has recently become a key aspect in solving environmental problems occurring as a consequence of their overburdening. However, decision makers often pay attention predominantly to results of quantitative (monetary valuation) methods. This article explores a new way of combining quantitative and qualitative methods that has proven to be a useful practice for achieving better environmental governance. We combine the (quantitative) choice experiment method and (qualitative) institutional analysis as full and equal complements. In our approach, the goal of qualitative institutional analysis is not to verify the adequacy of willingness-to-pay results but rather to better address cultural and social perspectives of society representatives. Such an approach increases the robustness of policy recommendations and their acceptance in comparison with isolated applications of both methods. To verify this general premise, both methods were applied in the territory of the Eastern Ore Mountains in the Czech Republic to capture preferences and attitudes of local stakeholders as well as tourists towards small-scale ecosystems. The results confirm that preference calculations regarding aesthetic values of ecosystems need to be complemented with facts about institutional settings and barriers in order to better address locally relevant recommendations for decision makers, such as the introduction of new economic instruments (e.g., local taxes or entrance fees). The findings of this study can also be considered for governance of larger local, common-pool resources such as (public) forests or protected areas.

Sustainable consumption transition model: Social concerns and waste minimization under willingness-to-pay in Indonesian food industry

This study aims to identify the consumer-centered attributes that influence consumer willingness-to-pay value for a sustainable consumption transition model. The Indonesian food industry has contributed to an increasing trend of waste generation in the landfill due to irresponsible consumer behaviors resulting a failure in a consumption transition from being traditional to sustainable. Prior studies have indicated that there is a gap between consumers’ intentions and their behaviors. In response, this study attempts to identify the attributes causing such a gap by focusing on consumer behaviors. The model validity is measured by the economic value using consumer WTP. In order to answer the objectives, this study uses a combination of fuzzy Delphi method and choice experiment method with an advantage of being able to assess the attributes based on the expert judgments and consumer preferences, while other studies have not used the combination of these two methods. The results show that social concerns and waste minimization perspectives contribute the most to the sustainable consumption model in which the criteria such as consumers’ sustainable issue interest, responsible waste disposal and health-based products play a major role in influencing consumer WTP. Therefore, based on the perspectives and criteria assessment results, this study contributes to the literature and industry with theoretical and managerial implications.

Impact of beliefs about negative effects of wind turbines on preference heterogeneity regarding renewable energy development in Poland

In this study we investigate people's preferences for renewable energy development in Poland. Our main objective is to examine whether preferences renewable energy development near individuals’ place of residence are influenced by personal beliefs about the negative effects of wind turbine activity. The study focuses on beliefs about wind power because it has had the most dynamic development among all renewable energy investments in Poland. To elicit values on avoiding renewable energy externalities, we apply a choice experiment method. The data are analysed using the hybrid mixed logit model. The obtained results indicate that individuals’ beliefs about wind turbines’ negative impacts on environment, landscape, human health and wellbeing have distinct effects on people's preferences concerning renewable energy development. Additionally, the results denote that people who generally hold an opinion about wind turbines’ negative effects, regardless of whether they believe or deny that such effects exist, would like to have an input on renewable energy development in their neighbourhood, in contrast to people who do not hold any opinion about the effects. Holding beliefs that wind power is not harmful enhanced individuals’ preferences for implementing wind energy projects and had a significant impact on willingness to pay for increasing the distance from renewable energy production sites to residential areas.

Chinese consumer preferences for organic labels on Oolong tea: evidence from a choice experiment

Repeated food scandals in China have prompted growing consumer consciousness on food safety and health. Organic food, considered to be of higher quality, is being increasingly demanded by Chinese consumers. This study examines preferences for organic labels to provide insight on the sustainable development of the Oolong tea industry. Research was conducted using the choice experiment (CE) method in Fujian and Guangdong Provinces. The results demonstrate that place of origin, organic label, and brand attributes are all significant factors affecting the purchase of Oolong. Also, people demonstrated significantly positive attitudes toward organic labels and preferred Oolong tea from Fujian Province to those from Guangdong Province and Taiwan. Increasing trust can enhance consumer preference and willingness to pay (WTP) for organic labels. Contrary to previous studies, people have a higher WTP for Chinese organic labels than Japanese and American ones. This is probably because respondents are more familiar with domestic Oolong tea and trust more in Chinese organic certification. This provides an opportunity for domestic producers to tailor their organic food labels and better satisfy consumer demands. These findings suggest that the Chinese government should take more responsibility for reducing food-related fraud and thus improve consumer trust regarding organic food.

Community stakeholder preferences for evidence-based practice implementation strategies in behavioral health: a best-worst scaling choice experiment

BackgroundCommunity behavioral health clinicians, supervisors, and administrators play an essential role in implementing new psychosocial evidence-based practices (EBP) for patients receiving psychiatric care; however, little is known about these stakeholders’ values and preferences for implementation strategies that support EBP use, nor how best to elicit, quantify, or segment their preferences. This study sought to quantify these stakeholders’ preferences for implementation strategies and to identify segments of stakeholders with distinct preferences using a rigorous choice experiment method called best-worst scaling.MethodsA total of 240 clinicians, 74 clinical supervisors, and 29 administrators employed within clinics delivering publicly-funded behavioral health services in a large metropolitan behavioral health system participated in a best-worst scaling choice experiment. Participants evaluated 14 implementation strategies developed through extensive elicitation and pilot work within the target system. Preference weights were generated for each strategy using hierarchical Bayesian estimation. Latent class analysis identified segments of stakeholders with unique preference profiles.ResultsOn average, stakeholders preferred two strategies significantly more than all others—compensation for use of EBP per session and compensation for preparation time to use the EBP (P < .05); two strategies were preferred significantly less than all others—performance feedback via email and performance feedback via leaderboard (P < .05). However, latent class analysis identified four distinct segments of stakeholders with unique preferences: Segment 1 (n = 121, 35%) strongly preferred financial incentives over all other approaches and included more administrators; Segment 2 (n = 80, 23%) preferred technology-based strategies and was younger, on average; Segment 3 (n = 52, 15%) preferred an improved waiting room to enhance client readiness, strongly disliked any type of clinical consultation, and had the lowest participation in local EBP training initiatives; Segment 4 (n = 90, 26%) strongly preferred clinical consultation strategies and included more clinicians in substance use clinics.ConclusionsThe presence of four heterogeneous subpopulations within this large group of clinicians, supervisors, and administrators suggests optimal implementation may be achieved through targeted strategies derived via elicitation of stakeholder preferences. Best-worst scaling is a feasible and rigorous method for eliciting stakeholders’ implementation preferences and identifying subpopulations with unique preferences in behavioral health settings.

ENERGY EFFICIENCY LABELLING: INVESTIGATING STUDENTS’ PREFERENCES AND AWARENESS ON THE ENERGY-EFFICIENT ELECTRICAL APPLIANCES IN HOSTEL

The significant role of energy efficiency labelling should not be ignored as it provides various information that serve as a guideline when people make purchasing decision. It indicates projection energy consumption of an electrical equipment according to energy efficiency rating system. This study applied choice experiment (CE) method in which the conditional logit (CL) model was valued to determine students' willingness to pay (WTP) based on their preferences of the energy label attributes of table fans. A questionnaire survey was distributed to 151 on-campus students in Terengganu, Malaysia. The attributes were speed of fan, energy consumption and energy star and price of fan. The study found that the students mostly preferred energy consumption attribute with WTP estimation of RM123.538 (USD29.66) at level two and RM42.88 (USD10.30) at level three. These findings illustrate how people place value on monetary and non-monetary attributes based on their preferences. A label with energy-efficient standard makes it easier for utility companies and government energy-conservation organizations to offer consumers incentives to purchase energy-efficient products. The usefulness of energy efficiency label is very reliant in terms of how it portrays information to the people and promote energy conservation.Keywords: Choice Experiment, energy label, energy efficiency, energy conservation, table fan Willingness to Pay.JEL Classifications: D1, Q0, Q4, Q5DOI: https://doi.org/10.32479/ijeep.10824

Determinates of farmer’s preference for watershed ecosystem services: The case of Belesa districts, Amhara region of Ethiopia”

Watersheds provide diverse range of goods and services which are vital for the sustenance of human wellbeing. Despite the huge volume of watershed development work in the intervention sites, sustainable flow of benefits from the constructed structures stayed to be still an issue. This study aimed to analyze Determinates of farmers’ preference for watershed ecosystem services in East and West Belesa Districts, NorthWest Ethiopia. From the two districts, a total of 501 households were selected by using multistage sampling technique. Essential ecosystem services were used to develop and list watershed intervention list of options. The intervention options were created using choice experiment method by employing a D-optimal choice design. The mixed logit result revealed that farmers preferred the inclusion of different ecosystem services such as improved livestock fodder, soil moisture and fertility, stabilized spring water flow, reduced soil erosion and increased crop productivity in watershed interventions. However, the preference of the services was governed by the interaction of farmers’ socioeconomic settings and attitudinal backgrounds. For instance, households with larger family size exceptionally valued the importance of enhanced soil fertility and moisture more than anything else. Similarly, farmers who hold relatively larger farms showed little interest for interventions striving to cut soil erosion at most. More importantly, farmers were found to give special emphasis for feed development and springs enhancement services over the rest of the ecosystem services included in the intervention menus. This implies that farmers give more preference to the two scarce resources of water and fodder more than other values even to those emphasized services aspired in the de-facto interventions which are reduced soil erosion and increased crop productivity. This calls for the need to revisit the undergoing interventions in the areas geared toward more livestock feed and water sources development.

Small-Scale Farmers' Preference in Adopting Geographical Indications’ Code of Practice to Produce Coffee in Indonesia: A Choice Experiment Study

Geographical Indication is a type of collective intellectual property that producers may use to capture the place-related value expressed in their product which involve the physical and anthropic characteristics of the production area. There is GI’s Code of Practice (CoP) that should be adopted by farmers as reference standard to maintain GIs product consistency and definition requirements. Understanding farmer preferences and incorporating them into the development of improvement of GIs’ certification schemes is thought to result in more internalized, and thus more efficient standards. This study aims to 1) investigate the small-scale farmers’ preferences and the influence of socio-economics characteristics rejecting GIs’ scheme; and 2) develop strategies to increase farmers participation on GIs’ scheme. Choice Experiment method and Conditional Logit Model (CLM) were used to estimate preferences of 157 small-scale coffee farmers for accepting GIs’ scheme. The findings suggest that premium price, coffee processing, technical assistance, and selling agreement are all GIs’ attributes that could increase small-scale farmers’ utility. More incentives are required to compensate farmers due to the loss of utility caused by pesticide bans and farm inspection. Based on CLM, the study found that farmers have clear preferences for and against certain aspects of GIs’ CoP scheme.

Compensation preference and heterogeneity sources of homestead withdrawal of farming households: Based on choice experiment method

Compensation preference and heterogeneity sources of homestead withdrawal of farming households: Based on choice experiment method

Value of Life Year and Cost-Effectiveness Thresholds: The Case of Poland

Abstract Objective The objective of this article is to examine how people value two different attributes of Value of Life Year (VOLY): life expectancy and the quality of life. The results of the first VOLY estimations conducted in Poland are discussed and compared with Polish cost-effectiveness thresholds for medical treatments in the period 2008–2020. Methodology The Discrete Choice Experiment (DCE) method was used to value two attributes of VOLY: increase in life expectancy and improvement in the quality of life. Main findings The VOLY research was conducted in two populations: general and dialysis. Depending on their current health status, people value increased life expectancy and improvement in health quality differently. In light of these results, the VOLY should be differentiated. Also in the Quality Adjusted Life Year (QALY) indicator, the weights of the attributes of length and quality of life should be varied according to different states of health. A uniform cost-effectiveness threshold is not justified from the perspective of stated preferences. Cost-effectiveness thresholds based on demand-side values should be differentiated. Current Polish cost-effectiveness thresholds are overestimated compared to valuations based on stated preferences. Contributions The article presents the first estimations of two attributes of VOLY: life expectancy and the quality of life, carried out in Poland.

Eliciting preferences of professors and medical group students for evaluation methods of theoretical courses: An application of discrete choice experiment analysis.

BACKGROUND:Evaluation has become an inseparable part of education process which gives feedback to students and professors to improve education quality. This study aimed to elicit preferences of professors and students about attributes of evaluation methods in theoretical courses in Kermanshah University of Medical Sciences, Iran, in 2018.MATERIALS AND METHODS:Discrete choice experiment (DCE) method used for eliciting preferences of participants of the study. A narrative literature review and interview with eight professors and ten students conducted to determine attributes and levels of evaluation methods in the university. Furthermore, experimental design used for making final choice sets of the evaluation methods. We included 213 students and 30 professors in the study. Conditional logistic regression model performed to data analysis.RESULTS:Most of the professors (36.67%) preferred to allocate up to 30% of evolution scores to midterm examination. However, the most percentage of students (30.45%) were agree to include midterm examination up to 15% of total scores. The majority of students prefer to examination questions compromise just presented materials, while 70% of professors prefer to include additional texts for evaluation examinations. In case of quiz examination, professors in comparison with students prefer that quiz should have higher proportion of total scores. DCE analysis indicated that professors and students preferred a mix of questions in examinations. In addition, additional resources beyond what is taught in class made utility for professors and disutility for students. Quiz, also, increased the utility of an evaluation package in professors.CONCLUSION:The findings showed that there is a gap between preferences of professors and students regarding some attributes of evaluation methods such as student's discipline, examination materials, and quiz. Further studies are needed to examining other attributes of evaluation methods in theatrical and practical courses in Iran and other contexts.

Comparison of the Models in Choice Experiments Method Application for Watershed Afforestation in Southern Turkey

Aim of study: In this study, the value estimates of the four benefits (preventing floods, reducing soil erosion, increasing dam life and access to quality spring water) created by erosion control activities are compared according to different models and the determination of these models.Area of study: The Çakıt Stream Watershed was selected as a study area.Material and methods: In this study, the data collected by Deniz (2012) to apply Choice Experiments Method were used. While Deniz (2012) had estimated the marginal values of the benefits based on Multinomial Logit Model, in this study, the estimations were separately made in order to compare the results of Deniz (2012) using both another Multinomial Logit Model with different variables and Mixed Multinomial Logit Model. Main results: Although the marginal values found by using Mixed Multinomial Logit Model are different from the estimations found with Multinomial Logit Model, the relationships among the variables did not change. Determination of Mixed Multinomial Logit Model is bigger (Pseudo-R2=0.548) than Multinomial Logit Models (0.251 and 0.071).Highlights: In the study, it was observed that as the models used to determine the value of the erosion control service changed, the magnitude of the estimated values also changed.

Economic valuation of environmental attributes of the Yanachaga–Chemillén National Park via contingent valuation and choice experiment

PurposeThe purpose of this paper is to present the first economic valuation of four environmental attributes of the Yanachaga–Chemillén National Park (PNYCH – Parque Nacional Yanachaga-Chemillén) in Peru.Design/methodology/approachThis study included households in three cities adjacent to the PNYCH and assessed the willingness to pay (WTP) for preservation efforts of these natural services to avoid the predicted loss in forest area by 2030 (currently 143,425 hectares per year).FindingsThe results showed that the average WTP was US$0.695 (2.3197 soles) per household annually. Added to all households in Peru (9 million), this is equivalent to approximately 6.255 million dollars annually.Practical implicationsThe economic valuation of these attributes is complementary to the contingent valuation and can have a significant impact, as this data influences decision-making and public policies focused on conserving forests and biodiversity.Social implicationsUpon using the choice experiment (CE) model, the attributes that have the most significant impact on inhabitants’ well-being were economic benefits. The flora and fauna coverage attributes were beneficial for the inhabitants of the place because they valued the proposed recovery and conservation program in a positive and differential way.Originality/valueFrom the collection of valuable economic data, the novelty lies in using the CE method, which has not yet been applied in valuations of natural ecosystem services in Peru.

Beijing Resident’s Preferences of Ecosystem Services of Urban Forests

This paper aims to investigate the Beijing resident’s preferences over various options of urban forest management strategies. The literature investigation and expert Delphi method were conducted to classify the ecosystem services of urban forests into six categories: (1) fresh water provision, (2) noise reduction, (3) moderation of extreme events, (4) air quality regulation, (5) species diversity and wildlife habitat, and (6) recreation and spiritual experience. To elicit the relative preferences to ecosystem service (hereafter referred to as ES) of Beijing residents, we employed the choice experiment method. The data were collected by interviews with questionnaires conducted in October 2017, and a total of 483 valid questionnaires were analyzed. The subjects of this experiment were residents older than 19 years old who have lived in Beijing for more than 1 year and have visited any one of the urban forests located in Beijing more than once during 2016. The results were as follows: Firstly, the air quality regulation ES was considered as the most important service for Beijing residents in terms of their choices of urban forest. In addition, Beijing residents regarded the fresh water provision ES as the second most important ES. Beijing residents were willing to pay up to 1.84% of the average monthly income of Chinese households annually to expand urban forest ecosystems in order to improve air quality. Secondly, apartment owners were willing to pay more municipality tax for forest ESs than residents who did not own an apartment. Thirdly, residents were more willing to pay for urban forest ESs as their income increases. The results indicated that Beijing residents were willing to pay more tax in support of urban forestry for air quality improvement. This research suggests that urban environmental policy makers in Beijing should pay more attention to the regulation function of forests (especially improving air quality) when designing and managing urban forests.

Assessing the Value of Agroecosystem Services in Warmia and Mazury Province Using Choice Experiments

Due to the often-intangible benefits of agroecosystem services (AES), their cultural, social, and economic value is very difficult to quantify and integrate into decision-making and policy-making processes. The aim of this study is to assess the non-market values of AES in an exceptionally environmentally rich area of the Warmia and Mazury region (Poland), identifying consumers’ preferences for them using the choice experiment (CE) method. Four AES attributes were selected for the research: (i) water quality; (ii) wildlife populations; and (iii) agricultural landscape. The study has revealed that the residents of Warmia and Mazury region were concerned about environmental issues that may be caused by agriculture. There was a demand for the provision of AES. The application of multinomial logit (MNL) model has revealed that marginal willingness to pay (MWTP) values were the highest for water quality (EUR 1.94), followed by wildlife population (EUR 1.02) and agricultural landscape (EUR 0.85). The findings have provided quantitative information related to the demand for improvements in AES through agri-environmental protection programs.

Assessing Consumer Preferences for Suboptimal Food: Application of a Choice Experiment in Citrus Fruit Retail.

Amid the trend of sustainable development, reducing food waste is a global concern and campaigns to reduce food waste have been launched. For example, the term “food sharing” has originated from Germany and promotes sharing food instead of wasting. “The Guerilla Kitchen”, which originated from Netherlands, is an organization that also promotes avoiding wasting food. Consequently, more and more people are paying attention on this issue and we think it is necessary to understand people’s acceptance of suboptimal food, as discarded suboptimal food represents a significant proportion of food waste. Additionally, at least one-third of the food globally produced each year is classified as suboptimal and cannot be sold in the market because of a poor appearance, damaged packaging, or near expiration date, thus presenting challenges for environmental, social, and economic sustainability. Previous studies on suboptimal food have focused more on appearances and packaging dates and less on investigating traceable agricultural and price discounts, which is where food classified as suboptimal entails a discount. Moreover, citrus product attributes such as appearance, size, freshness indicators, traceable agricultural products, and price discounts were determined in terms of consumer preference through pre-measurement here, then using a choice experiment method to clarify which attributes consumers care about most (N = 485 respondents). Conditional logistic regression and a random parameter logit model (RPL) are employed to examine the various properties of a marginal willingness to pay (WTP). RPL was also used to deduce the respondents’ choices based on differences in appearance and freshness indicator. The results showed that consumers place greater emphasis on the freshness indicators (harvesting/packaging date labels) and appearance of suboptimal citrus fruits but do not focus on the size. Consumers are willing to purchase citrus fruit with a flawed appearance, although the price needs to be reduced from the original price. Although suboptimal food does not reduce health, people may still not buy it and this result in food wastage. As a result, it is essential to increase awareness regarding suboptimal foods and reduce food waste to support sustainable development.

Cafés diferenciados y sus mercados potenciales en Puerto Rico: Un enfoque de valoración económica

We used Likert-scale questions and the choice experiment method to evaluate the general perception of consumers regarding differentiated products and to estimate their willingness to pay for characteristics of a differentiated coffee, respectively (N=172). The three characteristics perceived as most important are that the product does not use child labor, that more detailed product information is provided in the packaging and that it is produced locally. In addition, we found that consumers are willing to pay between $1,37 and $4,38, in addition to the current price, for an 8-ounce package of coffee with different production characteristics.

Estimating the Cultural Value of Wild Animals in the Qinling Mountains, China: A Choice Experiment.

Simple SummaryThe presence of wildlife makes an important contribution to ecosystem services, and in the hot spots of biodiversity conservation, the results of wild animal value evaluation can provide a basis for the formulation of ecological compensation standards. Applying the choice experiment method, we assessed the value of wild animals in the surrounding areas of the Changqing National Nature Reserve in China from the tourist perspective. The results of our field survey suggest that the cultural value of wild animals, measured in terms of willingness-to-pay, is significantly higher than that of the infrastructure and other natural landscape features. These findings can provide a basis for the rational allocation of resources for wild animal conservation.In this study, we use the choice experiment method to evaluate the value of wild animals in the surrounding areas of the Changqing National Nature Reserve in China. For areas focused on biodiversity conservation, the results of wild animal value evaluation can provide a basis for the formulation of local ecological compensation standards. We identified wild animals, natural landscape features, infrastructure and facilities, and ticket price as major attributes determining the utility and value of the reserve area. The results of our field survey suggest that the cultural value of wild animals is significantly higher than the value of the infrastructure and other natural landscapes. Tourists indicated a willingness-to-pay of 31.4 Yuan to see wild animals in captivity, compared to 71.9 Yuan to see wild animals in the field. Moreover, tourists with different characteristics have different preferences for the cultural value of wildlife. Female tourists have a higher willingness-to-pay than male tourists. In addition, as age, education, and income level increase, tourists’ willingness-to-pay also increases. These conclusions can provide a reference for local government to formulate wildlife protection compensation and ecotourism ticket pricing.