TOURISTS' WILLINGNESS TO PAY FOR NATURE-BASED EXPERIENCES

This article deals with willingness to pay (WTP) for nature as a public good. The study addresses the relationships between motivation for nature-based experiences, environmental engagement, involvement with nature experiences, relationship with nature, preferred degree of adaptation of nature and consumers' WTP. The aim was to identify factors that influence WTP for nature-based tourist experiences. The study relies on quantitative survey data from 1,634 respondents in Norway. The data were analyzed using SPSS. WTP varies according to factors such as escape, recognition, active achievement, esthetics, social and environmental concern, preference for adaptation, and type of natural surroundings. Tourists who place importance on, for example, peer recognition and escape, have a higher WTP for nature that is not overcrowded and with little or no adaptation for tourism purposes. The article discusses practical issues such as how WTP should affect management decisions about the pricing of nature tourism, and presents the theoretical and practical implications of the results.