Visitors’ Willingness to Pay for Protected Areas: A New Conservation Donation in Aso Kuju National Park

Abstract

Protected areas (PAs) such as national parks face funding issues that undermine effective management. Therefore, many PAs are exploring new financial instruments, such as visitor donations, to supplement their conservation budgets. This paper investigates visitor perceptions of one such system, a new conservation donation under consideration in Aso Kuju National Park, southwest Japan, is due to be introduced. Our on-site survey at two trailheads in autumn 2022 gauged visitors’ willingness to pay (WTP) the expected JPY 500 donation. The analysis used Bayesian linear regression to look for significant predictors of WTP. Findings show that female, older, and higher-income visitors were more likely to pay the donation collectively rather than voluntarily. Prior knowledge of the donation system was also a significant predictor of WTP, but more frequent climbers were significantly less likely to pay the donation collectively, regardless of prior Kuju climbing experience, possibly due to the perceived increase in use costs. Moreover, visitors willing to pay the cooperation donation collectively are also willing to pay higher prices than those willing to pay voluntarily. The elicited WTP values confirm that the implementation of a new conservation donation could help to improve the long-term sustainable financing of PAs such as Aso Kuju while raising issues over price fairness.