Valuation of Nature Tourism Services for Tourism Development Planning: case study of Zarrin Gol Region Aliabad Katoul County

ABSTRACT
 
Today, researchers emphasize the economic valuation of environmental resources to underscore the significance of the environment, its role in the national economy, and the need to protect these resources. In this study, the ecotourism value of the Zarrin Gol region in Azadshahr County, Golestan Province, was estimated using the conditional valuation method (CVM), and the factors affecting the value of this region were determined using the logit model. Moreover, a two-dimensional selection questionnaire was employed to gauge visitors' willingness to pay (WTP). The questionnaires were filled out by 181 visitors over a one-year period (2017–2018). The findings revealed that the average WTP for ecotourism in the Zarrin Gol area is 13,725 IRR per person and visit, amounting to an annual average of 82,350 IRR. Due to a lack of statistics on the annual number of tourists in the study area, the population data of Golestan province —the main tourist destination in the region—was used to estimate the annual economic value of this area. According to the 2016 Sensus data for Golestan Province, which stood at 1,868,819 people, the annual economic value of the region was estimated under two different visitation rate scenarios: 5% and 10%. These scenarios projected economic values of 1,282.5 million IRR and 2,565 million IRR, respectively. This indicates the significant appeal of the area to tourists. The findings also revealed that factors such as gender, visiting fee, monthly income, and overnight stay determined tourists' WTP. Therefore, it seems that by allocating a small part of the area to the private sector, it is possible to enhance welfare and health facilities for tourists, increase the efficiency of the region, and increase economic growth through job creation by collecting entry fees.
Ecotourism involves traveling to natural areas while minimizing environmental harm and preserving local culture. This approach not only fosters economic growth but also enhances the quality of life for local communities. Today, ecotourism is recognized as a significant industry, serving as a source of income in many developed and developing countries. However, the value of the natural environment far exceeds the short-term benefits gained from exploiting it. Therefore, sustainable tourism must focus on preserving natural resources and respecting the needs of future generations (Godin, 1996). The appeal and rapid expansion of tourism in the twentieth century have led some observers to call it the "century of tourism." Global economic activities through ecotourism make substantial contributions to the economies of tourist destination countries (Barzegar et al., 2022). The economic valuation of environmental changes is grounded in people's preferences regarding alterations to their environment. Environmental gains and losses are assessed based on factors such as improvements or declines in human health, which can be measured by individuals' willingness to pay (WTP) or accept. By calculating these amounts, economic valuation enables the comparison of environmental impacts using consistent financial costs and benefits associated with any project or policy (Wit, 2006). The economic valuation of ecosystem services is a challenging yet crucial step toward conserving these natural resources amid the increasing demand for natural recreational areas.
 
Methodology
To estimate the ecotourism value of the Zarrin Gol region in Azadshahr County, Golestan Province, the conditional valuation method (CVM) was used, and the factors affecting the value of this region were determined using the logit model. Moreover, a two-dimensional selection questionnaire was used to gauge visitors' WTP. The questionnaires were filled out by 181 visitors over a one-year period from 2017 to 2018. Initially, 30 pre-test questionnaires were administered to determine the sample size needed for an accurate estimation of ecotourism value, identify proposed amounts, and address potential issues. The sample size was determined based on the formula provided by Mitchell and Carson (1989) with a 95% confidence level and a 5% margin of error for estimating recreational value. Ultimately, 181 questionnaires were collected, 5 of which were omitted due to incomplete responses and misunderstanding of WTP questions. Therefore, the analysis of the recreational value of the area was conducted using 176 questionnaires.
 
Results and Discussion
The results of this research indicated that gender, visiting fee, monthly income, and overnight stay are influential factors in tourists’ WTP. Notably, the amount offered in this study has a negative coefficient, suggesting that as the proposed payment for the tourism value of the area increases, the likelihood of tourists accepting the payment decreases. Considering the weight elasticity of the proposed amount variable (-0.4), with all other factors remaining constant, a 1% increase in the proposed price will decrease the likelihood of WTP by 0.4%. Additionally, considering the final effect of this variable (-0.00015), an increase of 10 IRR in the proposed amount will reduce the likelihood of WTP by 0.00015%. This finding aligns with the results reported by Raheli et al. (2013) and Ahmad Yousefi and Yeganeh (2016). In this study, the variable of individuals' monthly income directly affected their acceptance of the proposed fee. The estimated coefficient sign for the income variable was found to be positive, indicating that the likelihood of accepting this amount increases with an increase in income. According to the weight elasticity of income, a 1% increase in respondents' income leads to a 0.35% increase in the likelihood of WTP. According to the findings, around 60% of individuals are willing to pay for visiting and supporting the region. This data provides a strong justification for planners and officials to protect the area's natural resources and prevent their undervaluation. The likelihood ratio statistic was obtained at 38.05, indicating that the variations explained by the model are significant at a level greater than 1%. Additionally, the model's accuracy in predicting outcomes is over 70%.
 
Conclusion
The findings revealed that the average WTP for eco-tourism in the Zarrin Gol area is 13,725 IRR per person per visit, with an annual average of 82,350 IRR. This highlights the special value these ecosystems hold for tourists. The results of the logit model estimation indicated that the coefficients for proposed variables and gender are significant at the 1% level, while those for the overnight stay variable in camps and monthly income are significant at the 5% level. Overall, 58.5% of visitors were willing to pay an amount for recreational use of the region.
 
Funding
There is no funding support.
 
Authors’ Contribution
Conceptualization: H. Yeganeh; Data curation: R. Shahimoridi; Formal analysis: H. Yeganeh; Methodology: H. Yeganeh; Project administration: H. Yeganeh., R. Shahimoridi; Roles/Writing - original draft: H. Yeganeh
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
We are grateful to all the scientific consultants of this paper.