AbstractThis paper analyses benefit transfer in the case of recreational parks using the choice experiment (CE) technique. The CE was employed because it allows different changes in recreational park attributes to be taken into account. The analyses were performed in terms of transferability of valuation function and willingness to pay (WTP) values. The results for the valuation function suggest that the estimated coefficients between the two sites are not transferable. However, the estimated WTP values can be transferred. The results suggest the suitability of using the CE approach in analysing benefit transfer if the objective is to transfer the WTP values rather than the valuation function. Copyright © 2014 John Wiley & Sons, Ltd.