Tourists' Preferences and Willingness to Pay for Biodiversity, Concession Activity and Recreational Management in Wuyishan National Park in China: A Choice Experiment Method

It is necessary for national parks to exert multiple forms of influence. One innovative function of national parks is leisure and recreation. By optimizing the recreation function, national parks can enhance public participation and tourists' willingness to pay to achieve sustainable development. This paper surveys 435 tourists in Wuyishan National Park with a discrete choice experiment, applies mixed logit models to explore their preferences for recreational attributes from three dimensions and analyzes the heterogeneity. The findings indicate that attributes such as the number of concession activities, transportation variety, the density of recreational facilities, biodiversity, sightseeing zone and combined ticket fee significantly impact tourists' willingness to pay. Higher-educated, younger and willing-to-revisit tourists are more likely to pay for the park and hope to optimize the facilities and activities. The estimated recreational value of the park is RMB 164.51 (about USD 22.75) per person. Here, heterogeneity exist: higher-educated tourists ask for lager sightseeing zone, younger ones prefer more diverse activities and those who are willing to revisit incline to variety means of transportation.