Valuation of Visitors' Perceptions on the Ecosystem Services of Urban Forest Park in Johor, Malaysia

Urban forest parks deliver a wide spectrum of ecosystem services that support biodiversity, climate regulation, and public well-being; however, their perceived value among local visitors remains underexplored in Southeast Asia. This study investigates visitor perceptions and economic valuation of ecosystem services at Mount Pulai Forest Eco Park in Johor, Malaysia. Grounded in the Total Economic Value (TEV) framework and ecosystem service theory, the research employed a structured on-site survey of 392 visitors and applied the Contingent Valuation Method (CVM) to assess awareness, appreciation, and willingness-to-pay (WTP) for forest conservation. Findings revealed that visitors highly valued regulating services, such as air purification and flood mitigation (mean ≈ 4.3/5), and supporting services, like biodiversity (mean ≈ 4.2/5), while provisioning services were rated lower (mean ≈ 2.8/5). Despite limited familiarity with ecological terminology, only 33% understood the term “ecosystem services”. In contrast, a substantial majority (79.1%) expressed WTP for conservation efforts, proposing an average annual contribution of MYR 51.32. Additionally, 65% of respondents supported an entry fee model, suggesting a mean payment of MYR 3.07 per visit. These results underscore the economic and non-economic value that urban residents assign to forest benefits, offering new insights into conservation finance and public engagement. The study’s innovation lies in its integration of ecosystem perception with economic valuation in an urban forest setting, providing a replicable framework for sustainable park management across Southeast Asia.