Determinants of visitors' willingness to pay for the National Marine Park of Zakynthos, Greece

We examined the influence of visitors' profile, information sources, environmental dispositions, and visit evaluation on visitors' willingness to pay (WTP) for the National Marine Park of Zakynthos. Regarding WTP amounts pledged, parameters of visit evaluation were the most significant predictors. The estimated annual revenue that could be gained could cover the operating costs of the Protected Area Management Body. Visitor and visit characteristics were not significant determinants of visitor responses to the payment principle question, while they explained a relatively small amount of variation in the WTP amount multiple regression model. Nationality was not a significant predictor of WTP. All the same, Greek visitors showed more signs of pro-environmental attitudes than foreign ones. Non-use values dominated over use values and higher WTP amounts were associated with bequest value. An alternative classification of the valuation system alleged to justify WTP is proposed, where option value could be arranged together with use value components, under the assumption that future use could still be regarded as another form of use value. Moreover, existence and bequest values could be approached separately, under the hypothesis that the former is expected to be associated with relatively lower WTP amounts pledged, while the latter is expected to lead to relatively higher WTP amounts. Our study adds to the complexity and context dependency of WTP determinants. Park managers are suggested to organize environmental education programs that could decrease visitors' consensus estimation error and act as a feedback through word-of-mouth information gained by friends and relatives.