Abstract Wildlife tourism has become an important mechanism for financing biodiversity conservation, yet limited empirical evidence exists on how visitor preferences can be translated into effective conservation funding, particularly for endangered species such as the Bornean orangutan. This study addresses this gap by economically valuing conservation-related attributes at two key orangutan conservation sites in Malaysia, which are Matang Wildlife Centre (MWC) and Semenggoh Wildlife Centre (SWC). The primary research objective is to estimate visitors’ willingness to pay (WTP) for conservation-oriented improvements that support Bornean orangutan conservation at these wildlife centres. A choice experiment (CE) was conducted using survey data from 352 visitors to elicit preferences and marginal WTP for key site attributes, including amenities, information availability, park guide services, and hedonistic experience. Entrance fee charges were used as payment vehicle in this study. Results indicate that visitors generally prefer intermediate levels of amenities (AMT2) and information availability (INFO2), with diminishing marginal returns at higher levels. Park guide availability emerged as a particularly valued attribute, with respondents demonstrating a willingness to pay higher entrance fees for enhanced guided services. Preference heterogeneity was evident across socioeconomic groups, with age, income, and gender significantly influencing attribute preferences. Overall, the findings suggest that strategically designed service enhancements and differentiated pricing structures can enhance visitor satisfaction while generating sustainable revenue for conservation. This study demonstrates the usefulness of discrete choice experiments as a decision-support tool and highlights the potential for wildlife tourism to contribute meaningfully to the long-term conservation of Bornean orangutans.
Adam et al. (Thu,) studied this question.