What question did this study set out to answer?

This research aims to explore tourist willingness to pay for wetland conservation and identify influencing factors.

May 5, 2026Open Access

Wetland ecological compensation: a study on willingness to pay and its determinants

Key Points

This research aims to explore tourist willingness to pay for wetland conservation and identify influencing factors.
Contingent valuation survey administered to 320 visitors at Red Beach Wetland in 2023
Binary logistic regression employed to identify factors influencing willingness to pay
Descriptive statistics used for payment level and allocation preference analysis.
83.75% of tourists were willing to pay for conservation with an average annual payment of 26.81 CNY (3.78 USD)
Significant predictors of willingness to pay included higher income (OR = 1.38), education level (OR = 1.47) and environmental concern (OR = 1.37)
Financial constraints cited by 58% and distrust in management by 13% as primary reasons for non-participation.

Abstract

IntroductionCoastal wetlands provide critical ecosystem services but face increasing threats from human activities. Although ecological compensation mechanisms are globally recognized, research on tourist willingness-to-pay (WTP) for wetland conservation remains limited, particularly in developing countries. This study investigates this gap using the Red Beach Wetland in China, an internationally important coastal ecosystem, as a case study.MethodsA contingent valuation survey was administered to 320 visitors at the Red Beach Wetland in 2023. The questionnaire collected data on demographics, attitudes, and payment preferences. Binary logistic regression was employed to identify factors influencing WTP, while descriptive statistics were used to analyze payment levels and allocation preferences.ResultsThe results indicated that 83.75% of tourists were willing to pay for conservation, with an average annual WTP of 26.81 CNY (3.78 USD). Significant positive predictors of WTP included higher income (OR = 1.38), education level (OR = 1.47), environmental concern (OR = 1.37), and trust in governance (OR = 1.29). The primary reasons for non-participation were financial constraints (58% of non-payers) and distrust in management (13%). Visitors showed a strong preference for allocating funds to water quality improvement (30%) and favored an entrance fee surcharge (42%) as the payment mechanism.DiscussionThe high WTP underscores the potential of tourists as a key stakeholder group in financing coastal wetland conservation. The findings support the implementation of tiered payment options, enhanced visitor education, transparent fund management, and targeted communication strategies to optimize participation and address equity concerns. This study provides both theoretical insights into WTP determinants and practical tools for designing effective ecological compensation programs. Future research should examine longitudinal WTP patterns and test innovative payment mechanisms.

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