Exploring the Influence of Multidimensional Tourist Satisfaction on Preferences for Wetland Ecotourism: a Case Study in Zhalong National Nature Reserve, China

Tourist satisfaction, as a principal element for sustainable development of wetland ecotourism and destination competitiveness, has received extensive attention in the research on its impact behavioral intention. This paper employs choice experiment to study tourist satisfaction an important motivation intention willingness pay preference improvement policy, explores potential causal mechanism. A 15-item scale is designed measure four constructs are defined. Under framework discrete modeling, unidimensional multidimensional data incorporated standard population segmentation explanatory variables. The empirical results estimated by three methods basically confirms proposed hypotheses indicate that certain effect there significant heterogeneity among groups with different satisfaction. Besides, dimensions have ecotourism. enriches studies non-market value evaluation field ecotourism, because may explain some unobserved heterogeneity. More effective policies can be when included.