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Exploring Preference Heterogeneity and Willingness to Pay for Tourist Facility Attributes in Kenyir Lake, Malaysia

Author

Listed:
  • Wan Norhidayah W Mohamad

    (School of Business and Economics, Universiti Putra Malaysia)

  • Tareq Mzek

    (School of Business and Economics, Universiti Putra Malaysia)

  • Zaiton Samdin

    (School of Business and Economics, Universiti Putra Malaysia)

  • Bakti Hasan-Basr

    (School of Economics, Finance and Banking, Universiti Utara Malaysia)

Abstract

Natural environments with great recreational value can potentially support tourism, conserve natural areas and prevent environmental damage. However, visiting recreational destinations depends on several motivations related to visitors’ preferences. Therefore, this study aims to identify the heterogeneity of Kenyir Lake, Malaysia, visitors’ preferences and their willingness to pay (WTP) for tourist facility attributes. The choice experiment method has been widely used for economic valuation, and the latent class model can capture the heterogeneity of preferences by characterising respondents in various groups of preferences. The outcome of this study revealed heterogeneous preferences in two classes. The first class represented 91.3% and the second class represented 8.7% of respondents. Moreover, this study’s respondents showed positive WTP values for most attributes. However, the most preferred attribute was superior toilet service, with a WTP estimation of RM7.63 in Class 1. While in Class 2, the most preferred attribute was new jetty construction with a WTP estimation of RM1.99. The findings of this study can assist policymakers in implementing more effective policies as it has provided detailed information about visitors’ preferences for tourist facility attributes in Malaysia.

Suggested Citation

  • Wan Norhidayah W Mohamad & Tareq Mzek & Zaiton Samdin & Bakti Hasan-Basr, 2022. "Exploring Preference Heterogeneity and Willingness to Pay for Tourist Facility Attributes in Kenyir Lake, Malaysia," Malaysian Journal of Economic Studies, Faculty of Business and Economics, University of Malaya & Malaysian Economic Association, vol. 59(2), pages 241-260, December.
    • Handle: RePEc:mjr:journl:v:59:y:2022:i:2:p:241-260
    DOI: 10.22452/MJES.vol59no2.4
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    More about this item

    Keywords

    Willingness to pay; choice experiment; preferences; heterogeneity; recreation;
    All these keywords.

    JEL classification:

    • Q51 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Valuation of Environmental Effects
    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities

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