Willingness to Pay Case Study - Libong Island, Thailand

A study focused on determining tourists' willingness to pay (WTP) for visiting a litter-free coastal attraction in Libong Island, Thailand, by using a questionnaire and logistic model to analyze responses from 1655 participants. The mean WTP was found to be THB 92.24 (approximately USD 3) per person per visit, with an expected benefit of THB 27.52 million from an entrance fee for 2019. Factors affecting the WTP include the bid amount, age, education, monthly income, marine litter perception, and environmentally responsible behaviours. Recommendations were made to support coastal destination sustainability, such as regular clean-up efforts, litter facility maintenance, and promoting marine litter awareness.