The management of The Royal Botanical Garden of Madrid: Visitor preferences and willingness to pay

The Royal Botanical Garden of Madrid (RBGM), a key institution for botanical research and education in Spain, and part of a UNESCO World Heritage Cultural Landscape, faces the challenge of balancing conservation, education, and recreation in an urban environment. To optimize these functions, this study jointly investigates visitor preferences and willingness to pay for different management alternatives at RBGM. Using a Discrete Choice Experiment, this study analyzes preferences for wild plant presence, collection of fallen leaves, cat control, rental space, coffee shop expansion, pesticide use, and entrance fees. The study surveyed 724 visitors in 2018-2019, and results show a strong preference for sustainable practices that increase ecological functionality, such as increasing the area for wild plants and reducing the use of pesticides. Visitors also value amenities and provided they support for educational and conservation goals of the garden. Willingness to pay analysis indicates support for higher admission fees if they improve management and conservation efforts. This study provides empirical insights for updating management practices at historic botanical gardens to ensure relevance to contemporary environmental challenges and visitor expectations. Integrating visitor preferences into strategic decisions can enhance the role of botanical gardens as vital urban green spaces that support biodiversity, education, and recreation. • Visitors’ preferences for sustainable practices that increase ecological functionality • 49.17% of respondents overall indicated that the RJB was in good condition • Evidence-based recommendations for a more engaging management of urban landscapes • Well-being derived from the current management is estimated to be €866,248 per year