TOURISTS’ WILLINGNESS TO PAY (WTP) THE ECOTOURIST IN MADDELA, QUIRINO, PHILIPPINES
This study focused on the assessment of the tourists’ WTP by identifying the factors that influence their WTP and estimate the amount that they are WTP for the GRES. A contingent valuation method was used in determining the WTP of tourists. Opportunity sampling was applied in the selection of respondents and they were interviewed using a survey instrument. Factors influencing WTP were determined through the Binomial Logistic Regression Model and the mean WTP is through the Turnbull method of estimation. Results of the assessment show that majority (62%) of the tourist respondents are willing to pay an environmental fee. The logit regression outcome indicated that bid price, household size, number of gainfully employed household members, and certainty of their answer to WTP as "very sure" and "sure" are the factors which significantly influencing WTP. The mean WTP for an environmental fee is PhP126.47.00. This amount is comparable to the environmental fees collected in other tourism sites in the country. Thus, the result of this study showed evidence of the possibility of implementing an environmental fee that will support the protection and conservation of GRES. If collection of environmental fees will be institutionalized with the mean WTP, there would be a sustainable source of fund which may be utilized by the governing body.
estimate, contingent valuation, ecotourism, and willingness to pay