Determinants of Forest Travelers’ Environmentally Responsible Behaviors and Willingness to Pay

This study investigated the interrelationships among Lifestyles of Health and Sustainability (LOHASs), recreational benefits, and environmentally responsible behaviors (ERBs) of visitors to the Xitou Forest Recreation Area in Taiwan and estimated the conservation value of its forest recreation resources using the contingent valuation method. The structural equation modeling analysis supported six of eight hypotheses. Three LOHAS factors (environmental awareness, internal health, and external health) indirectly promoted ERB through recreational benefits, including environmental education, psychological, physiological, and social benefits. Higher income, stronger perceived recreational benefits, and recognition of ecological or facility value significantly increased visitors’ willingness to pay (WTP). Among the three identified lifestyle clusters, the health-conscious LOHAS group consistently exhibited the highest WTP at NTD$263, with a confidence interval of NTD$255–271, surpassing both the eco-friendly group (NTD$193–209) and socially engaged group (NTD$184–200), demonstrating a stronger commitment to ecological and environmental protection and recreational facility maintenance. Forest recreation managers can target different LOHAS segments and emphasize the holistic benefits of forest recreation. Implementing flexible pricing alongside environmental education can increase WTP, supporting sustainable conservation funding and improved visitor experiences.