Abstract Leisure pursuits involving wildlife, nature-based tourism and ecotourism enrich visitor experiences and satisfaction. However, the growing popularity of watching wildlife can cause additional pressure on ecosystems. These pressures can disrupt wildlife behaviours such as foraging, migration and reproduction. Understanding visitor preferences to conserve the natural sites they visit is equally important for sustainability. In this study, we elicited willingness to pay, using the contingent valuation method, for conservation of the Endangered red panda Ailurus fulgens in eastern Nepal. During 15 March–3 April 2021, we conducted surveys with 102 visitors in Sandakpur. Using a questionnaire, respondents were asked to state their entry fee preferences for red panda conservation. The study used logistic regression to analyse the determinants of willingness to pay, and a five-point Likert scale to assess visitors’ satisfaction level. The mean willingness to pay was USD 14.21. The primary reason for visitors’ willingness to pay was to promote conservation and improve habitat management. In contrast, those unwilling to pay cited a concern that their donations would not be managed properly. These insights will help inform the design of conservation strategies for ecotourism and wildlife management in Nepal, and our findings could serve as a model for balancing visitor engagement with sustainable wildlife management in similar contexts elsewhere.
Bhattarai et al. (Mon,) studied this question.