Willingness to pay as an economic instrument for coastal tourism management: Cases from Mersin, Turkey

This paper reports results from a Willingness to Pay study using data from 402 respondents at the Turkish beaches of Kizkalesi, Yemiskumu and Susanoglu near Mersin. Of the respondents 92% expressed a WTP to see the beaches improved through tackling issues of washed up litter and man-made debris, provision of more social activities and to maintain the quality of the beach. The mean values to pay a reasonable charge were €2.33 for Kizkalesi, €2.22 for Yemiskumu and €1.77 for Susanoglu beach per adult beach visit. Fixed price per visit followed by voluntary box and through local taxes were the preferred mode of payment. It is suggested these findings have value for local governments for efficient beach management.

► Data was gathered from 402 beach users in three Mediterranean beaches in Turkey. ► Ninety two per cent of respondents were willing to pay to see the beaches improved. ► By three beaches WTP of €2.33, €2.22, €1.77 per adult beach visit were found. ► Fixed price per visit was found the highly rated mode of payment. ► Results have ‘worthy of attention’ tourism policy implications for local governments.