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The importance of water clarity to Great Barrier Reef tourists and their willingness to pay to improve it


Farr, M and Stoeckl, N and Esparon, M and Larson, S and Jarvis, D, The importance of water clarity to Great Barrier Reef tourists and their willingness to pay to improve it, Tourism Economics, 22, (2) pp. 331-352. ISSN 1354-8166 (2016) [Refereed Article]

Copyright Statement

Copyright 2016 SAGE Publications

DOI: doi:10.5367/te.2014.0426


Using the Great Barrier Reef as a case study area, the authors investigate visitors' willingness to pay (WTP) to improve water clarity (WC). They also explore the extent to which people's objective and subjective measures of WC influenced WTP. The results suggest that people's stated perceptions (importance and satisfaction) and the interaction between them have a significant influence on WTP. Those for whom WC was very important and who were very satisfied with WC were willing to pay more to preserve it. The importance variable interacts with subjective perceptions that drive behaviour. Thus one needs to consider not only satisfaction, but also the importance of the environment rather than using only subjective (or objective) measures when trying to explain behaviour. Further deterioration in WC could adversely affect the tourism industry and the average visitor would be willing to pay up to Aus$14.5 per visit to help improve it (although this amount is different for different visitors).

Item Details

Item Type:Refereed Article
Keywords:contingent valuation, Great Barrier Reef World Heritage Area, hurdle model, payment card, visitors' willingness to pay, water clarity
Research Division:Economics
Research Group:Applied economics
Research Field:Environment and resource economics
Objective Division:Commercial Services and Tourism
Objective Group:Tourism services
Objective Field:Economic issues in tourism
UTAS Author:Stoeckl, N (Professor Natalie Stoeckl)
ID Code:137254
Year Published:2016
Web of Science® Times Cited:11
Deposited By:College Office - CoBE
Deposited On:2020-02-06
Last Modified:2020-04-30

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