Wetland ecological compensation: a study on willingness to pay and its determinants

Introduction Coastal wetlands provide critical ecosystem services but face increasing threats from human activities. Although ecological compensation mechanisms are globally recognized, research on tourist willingness-to-pay (WTP) for wetland conservation remains limited, particularly in developing countries. This study investigates this gap using the Red Beach Wetland in China, an internationally important coastal ecosystem, as a case study. Methods A contingent valuation survey was administered to 320 visitors at the Red Beach Wetland in 2023. The questionnaire collected data on demographics, attitudes, and payment preferences. Binary logistic regression was employed to identify factors influencing WTP, while descriptive statistics were used to analyze payment levels and allocation preferences. Results The results indicated that 83.75% of tourists were willing to pay for conservation, with an average annual WTP of 26.81 CNY (3.78 USD). Significant positive predictors of WTP included higher income (OR = 1.38), education level (OR = 1.47), environmental concern (OR = 1.37), and trust in governance (OR = 1.29). The primary reasons for non-participation were financial constraints (58% of non-payers) and distrust in management (13%). Visitors showed a strong preference for allocating funds to water quality improvement (30%) and favored an entrance fee surcharge (42%) as the payment mechanism. Discussion The high WTP underscores the potential of tourists as a key stakeholder group in financing coastal wetland conservation. The findings support the implementation of tiered payment options, enhanced visitor education, transparent fund management, and targeted communication strategies to optimize participation and address equity concerns. This study provides both theoretical insights into WTP determinants and practical tools for designing effective ecological compensation programs. Future research should examine longitudinal WTP patterns and test innovative payment mechanisms.