Economic Valuation of Biodiversity and Ecotourism in Monte Maria: Integrating Conservation and Sustainable Tourism Practices

This study explores the integration of biodiversity conservation into sustainable tourism ‎through an economic valuation of a coastal pilgrimage destination — Monte Maria International ‎Pilgrimage Center. Combining the Contingent Valuation Method (CVM) and Travel Cost ‎Method (TCM), the research assesses tourists’ willingness to pay (WTP) for conservation efforts ‎and estimates the economic value of the site’s natural resources and recreational services.‎ Using a mixed-methods approach, the study surveyed 225 tourists and carried out ‎stakeholder focus groups. Results reveal that 89.78% of respondents expressed willingness to pay ‎an environmental fee, with a mean WTP of PHP 52.33 [US$0.94]. Economic valuation estimates ‎indicate that Monte Maria and its surrounding resorts generate a combined annual tourism value ‎of approximately PHP 63.75 million [US$1.148 million]. Despite its ecological richness — ‎hosting 23 plant species and 2 fauna species, including several listed as endangered — the site ‎faces biodiversity threats from tourism-driven land conversion and habitat loss.‎ Findings underscore the critical role of WTP metrics in designing conservation fee ‎structures and support the adoption of sustainable tourism policies. The strong visitor support for ‎environmental contributions presents a viable funding mechanism for biodiversity protection and ‎site maintenance. The study further recommends targeted education campaigns and transparent ‎fund allocation to enhance visitor buy-in and community participation.‎ By positioning Monte Maria as both a spiritual and ecological asset, this research ‎contributes to global discourse on ecotourism in sacred landscapes. It offers actionable insights ‎for policymakers and tourism managers in developing nature-based financing strategies that ‎balance cultural heritage, economic development, and environmental sustainability — particularly ‎in coastal and pilgrimage destinations across Southeast Asia and similar ecological regions‎.