ECOTOURISM PREFERENCE AND WILLINGNESS TO PAY: A CHOICE EXPERIMENT

Fitrotul Laili (Department of Agricultural Socio-Economics, Faculty of Agriculture, Universitas Brawijaya)
Anisa Aprilia (Departement of Languages and Literatures, Faculty of Cultural Studies, Universitas Brawijaya)
Yusri Fajar (Faculty of Administration Science, Universitas Brawijaya)
Shofwan Shofwan (Department of Economic Development, Faculty of Economics and Business, University of Brawijaya)

AGRISE
Vol. 23 No. 2 (2023): APRIL

Using a discrete choice research method, this research aims to determine visitors' preferences and willingness to pay (WTP). This study evaluates the entrance price, restaurant facilities, the quality of the offered information, and the tour price (per person). The selected respondents were tourists who had visited an ecotourism place at least once. The study yielded the highest WTP based on the desire for restaurant availability in the tourism region of Jolotundo. Tourist satisfaction as indicated by preferences and WTP is crucial data for tourism area managers to use in order to better meet visitor expectations.