Estimating the Cultural Value of Wild Animals in the Qinling Mountains, China: A Choice Experiment

SIMPLE SUMMARY: The presence of wildlife makes an important contribution to ecosystem services, and in the hot spots of biodiversity conservation, the results of wild animal value evaluation can provide a basis for the formulation of ecological compensation standards. Applying the choice experiment method, we assessed the value of wild animals in the surrounding areas of the Changqing National Nature Reserve in China from the tourist perspective. The results of our field survey suggest that the cultural value of wild animals, measured in terms of willingness-to-pay, is significantly higher than that of the infrastructure and other natural landscape features. These findings can provide a basis for the rational allocation of resources for wild animal conservation. ABSTRACT: In this study, we use the choice experiment method to evaluate the value of wild animals in the surrounding areas of the Changqing National Nature Reserve in China. For areas focused on biodiversity conservation, the results of wild animal value evaluation can provide a basis for the formulation of local ecological compensation standards. We identified wild animals, natural landscape features, infrastructure and facilities, and ticket price as major attributes determining the utility and value of the reserve area. The results of our field survey suggest that the cultural value of wild animals is significantly higher than the value of the infrastructure and other natural landscapes. Tourists indicated a willingness-to-pay of 31.4 Yuan to see wild animals in captivity, compared to 71.9 Yuan to see wild animals in the field. Moreover, tourists with different characteristics have different preferences for the cultural value of wildlife. Female tourists have a higher willingness-to-pay than male tourists. In addition, as age, education, and income level increase, tourists’ willingness-to-pay also increases. These conclusions can provide a reference for local government to formulate wildlife protection compensation and ecotourism ticket pricing.