Who is willing to pay to see the Big 7?

This article investigates the non-consumptive, or appreciative value of the 'Big 7' and identifies the variables that influence willingness to pay (WTP). Addo Elephant National Park in the Eastern Cape Province, South Africa, is one of few places in the world where tourists can view all se...

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Bibliographic Details
Main Authors: Saayman, Melville, Saayman, Andrea
Other Authors: 10201424 - Saayman, Melville, 10225595 - Saayman, Andrea
Format: Article in Journal/Newspaper
Language:English
Published: IP Publishing 2014
Subjects:
contingent valuation (CV) method
conservation tourism
tourist expenditure
non-consumptive value
willingness to pay
Heckman estimator
Southern Right Whale
Online Access:http://hdl.handle.net/10394/18305
http://ingentaconnect.com/content/ip/tec
Description
Summary:This article investigates the non-consumptive, or appreciative value of the 'Big 7' and identifies the variables that influence willingness to pay (WTP). Addo Elephant National Park in the Eastern Cape Province, South Africa, is one of few places in the world where tourists can view all seven species: lion, buffalo, rhinoceros, leopard, elephant, southern right whale and great white shark. Two surveys were conducted, using the same questionnaire, one during summer and one during winter. A total of 232 completed questionnaires were used in the Heckman model selection procedure. The findings revealed that, although a variety of socio-demographic, behavioural and motivational factors influence the amount respondents are willing to pay, there is a clear distinction between the determinants for land species compared to marine species. This poses challenges for the marketing of and establishment of the Big 7 as a brand.

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