Recreational value of Javaherdeh Village in north of Iran

Nowadays, tourism related activities are widely regarded as key tools for rural development. Accordingly, it would be worthwhile to estimate the recreational value of Javaherdeh Village, in order to propose a better management plan for attracting more tourists to this place. This research employed a contingent valuation method to determine the recreational value and individual willingness to pay (WTP) for outdoor recreation of Javaherdeh. Logit model and maximum likelihood method were employed for determining WTP and its' determinants. The data were collected by completing double-bounded dichotomous choice questionnaires and interviewing with 220 individuals who visited the village. Results revealed that 96% of individuals were willing to pay for visiting the village. Additionally, results indicated that the variables including monthly income, overnight staying, number of visits, attitude, satisfaction with the quality of facilities and proposed fee (bid) had a significant effect on the probability of individuals’ willingness to pay. Mean value of willingness to pay for each visitor per year was 41,960 Iranian Rials (IRR) and annual outdoor recreation value of Javaherdeh was 6,128,430,000 IRR. The tourists’ WTP will be helpful to prepare guidelines for possible increases in entrance fees and efficient sustainable management of the village.