Preferences and willingness to pay for bird-watching tour and interpretive services using a choice experiment Academic Article uri icon


  • This study identifies the activity and experience preferences of bird-watchers and es- timates their willingness to pay (WTP) for bird-watching-related ecotourism tour and interpretive services using choice experiment methods. An on site survey was con- ducted of tourists attending the Cheonsuman International Birdwatching Fair, South Korea's most popular bird-watching festival. Results indicate that respondents are more likely to prefer intermediate length bird-watching courses, interpretive opportunities and services, seeing special birds, and lower admission fees. WTP for bird-watching interpretive services is approximately $10.14 per person per visit, whereas WTP for additional diversity in bird species is $12.64. Courses with bus tours are preferred to courses with no bus tours, but long tours are not preferred. WTP is $14.24 for an in- termediate length tour and $8.09 for a longer tour compared with the no bus tour. It appears that as the levels of service attributes associated with the bird-watching eco- tourism resources increase, the respondents are more satisfied and willing to pay more for bird-watching tours than if the levels of service attributes are lower. 2010 Taylor & Francis.

published proceedings

  • Journal of Sustainable Tourism

author list (cited authors)

  • Lee, C., Lee, J., Kim, T., & Mjelde, J. W.

citation count

  • 52

complete list of authors

  • Lee, Choong-Ki||Lee, Jin-Hyung||Kim, Tae-Kyun||Mjelde, James W

publication date

  • May 2010