VISITOR’S WILLINGNESS TO PAY FOR CONSERVATION AND IMPROVEMENTS OF HUTAN LIPUR ULU BENDUL, NEGERI SEMBILAN

Hutan Lipur Ulu Bendul is a recreational forest that serves as place to escape from hustle and bustle of city life. However, the excessively large number visitors has affected forest, tourists lack conservation awareness. The main objectives this study are (i) analyse visitors’ Willingness Pay (WTP) for environmental protection (ii) observe determinants WTP, such education level, income, age. This involved about 150 randomly selected at Bendul, Kuala Pilah. About five sets questionnaires were distributed respondents during data collection. From three variables tested, only household income had significant effect on WTP conservation, estimated with hypothetical method, double-bounded Contingent Valuation Method (CVM). findings crucial in understanding value improvements by describing level awareness among visitors.