Using choice experiments to understand public demand for the conservation of nature: A case study in a protected area of Chile

We conducted a choice experiment for the economic valuation of benefits of components of biodiversity that are provided by the natural systems protected in the Peñuelas Lake National Reserve, located in the Mediterranean zone of Chile. The Mediterranean zone of central Chile is one of the world's 34 biodiversity hotpots. Furthermore, we estimated the economic benefits of the water supply provided by the reserve. Unlike most of the previous studies on willingness to pay (WTP) for conservation, part of the data that we produce refers to: (a) public WTP for unpopular species of fauna (an endemic amphibian currently in danger of extinction); and (b) public WTP for flora present at the Reserve (endemic orchid species). Specifically the attributes of the study were the following: existence of endemic orchid species; chances of observing animals with scenic attraction; additional protection for an endemic amphibian; and, availability of drinkable water in the future. A rate of entry to the area was incorporated to estimate WTP for additional protection for the selected attributes. WTP data were obtained from a representative sample of Chilean tourists that visit the area. Factors influencing the visitors’ WTP were also explored.Three hundred and four Chilean visitors of the reserve were randomly selected for interviews. Multinomial Logit and Random Parameter Logit models results show that visitors are willing to pay to protect the selected attributes. Marginal mean WTP/visitor for the single levels of variation of the attributes range from about $1.7 per visitor per visit for securing the existence of five species of endemic orchids to about $8.9 for guaranteeing the availability of drinkable water for 50 years. The analysis of visitors’ WTP for different levels of protection allowed an improved understanding of the sensitivity of the participants to the scope of the information provided.