Preferences and Heterogeneity of Urban Residents for River Cultural Ecosystem Services: A Comparative Study Between China and Russia Using a Choice Experiment

This study investigates how cultural and socio-psychological factors shape the valuation of cultural ecosystem services (CES) in urban river restoration, addressing the limited availability of cross-cultural empirical evidence. A discrete choice experiment was conducted with 222 urban residents in two culturally distinct cities: Nanyang, China (n = 120) and Rostov-on-Don, Russia (n = 102). Using a D-efficient design informed by pilot data, respondents evaluated tradeoffs among four CES attributes—walking trails, boating areas, cultural corridors, and wetland parks—along with an annual cost attribute. Mixed logit results indicate that while respondents in both cities exhibit positive willingness to pay for CES improvements, their preferences differ significantly: Nanyang residents prioritize recreational and aesthetic enhancements, whereas Rostov-on-Don residents place greater emphasis on cultural heritage. Interaction analyses further show that recreational habits, cultural identity, and environmental awareness significantly influence preference heterogeneity. These findings demonstrate that CES valuation is culturally embedded and provide an economic basis for designing context-specific and culturally responsive urban river restoration policies.