Using discrete choice experiments to explore how bioecological attributes of sites drive birders’ preferences and willingness to travel

A study based on discrete choice experiments is conducted to investigate how bioecological attributes of birding sites enter the utility functions of specialized birders and affect their travel intentions. Estimates are based on generalized multinomial and scales-adjusted latent class models. We find that the probability of observing a rare or a new bird species, and the numerosity of species significantly affect birders’ choice destination. We also find that individual preferences among attributes are correlated and affected by scale and taste heterogeneity. We identify two latent classes of birders. In the first class fall birders attaching a strong interest in qualitative aspects of sites and low importance on distance from home. Class 2 groups birders addicted both on all qualitative and quantitative bioecological attributes of sites as well as on the distance. In general, we assess that the majority of birders prefer to travel short distances, also when the goal is viewing rare or new birds. Finally, we estimate marginal welfare changes in biological attributes of sites in terms of willingness to travel.