Effects of tourists’ psychological perceptions and travel choice behaviors on the nonmarket value of urban ecotourism during the COVID-19 pandemic- case study of the Maokong region in Taiwan

The COVID-19 pandemic has affected the global tourism industry and forced to reevaluate methods for improving quality opportunities develop sustainable ecofriendly tourism. This paper uses an online questionnaire survey investigate whether tourists who visited Maokong Region(in Taipei) before after would be more appreciative of value urban eco-tourism willing increase their willingness pay (WTP). Since cannot measured by market goods, this develops a Contingent Valuation Method tests it Negative Binomial Regression. empirical results confirmed that substantially tourists’ psychological perceptions increased ecotourism. factors affecting include frequency visit, revisit, length stay, acceptance ecotourism, ecotourism preference. Ecotourism plans were proposed fulfill desire travel during mitigate impact tourist behaviors on natural environments. attempts quantify how caused changes in people’s reflect terms pay. Also, proposes programs appropriate period pandemic. study may serve as reference countries promoting short-term, short-distance, outdoor thereby achieve ecological protection, physical health maintenance These are innovations contributions paper.