Is Ecological Birdwatching Tourism a More Effective Way to Transform the Value of Ecosystem Services?—A Case Study of Birdwatching Destinations in Mingxi County, China

Ecological birdwatching tourism is an ecological product and an essential part of ecotourism, and the realization of its recreation value is crucial for improving human well-being, and realization of the local benefits of ecosystem services for areas focused on biodiversity conservation, especially in bird species. In this study, we use travel cost interval analysis, one of the travel cost derived models featuring more easily satisfied assumptions and less limited data, to evaluate the recreation value of the ecological bird-watching tourism destination, and compare it with the general ecotourism, of Mingxi County destination in China. The results show that, firstly, the per capita recreation value of eco-birdwatching is 3.9 times that of general eco-tourism, its per capita social benefit is three times that of general eco-tourism, and its per capita economic benefit is 4.5 times that of general eco-tourism. Secondly, compared with general ecotourists, the per capita travel costs of eco-birdwatchers are higher, and there were significant statistical differences in the expenses for catering, tickets, shopping, opportunity cost, and total travel expenses between these two groups. Thirdly, in comparison with general ecotourists, the marginal cost of an individual eco-birdwatcher is higher, and the travel intention of an eco-birdwatcher is more robust at the same cost level. The price of a single eco-birdwatcher is higher under the same travel intention demand level. In short, the ecological bird-watching industry has a higher marginal value than general eco-tourism and has higher social, economic, and ecological benefits, bringing a higher level of development for the local tourism industry.