Willingness-to-pay for whale tour attributes using a choice experiment

Choong Ki Lee, James W. Mjelde, Tae Kyun Kim, Eunjung Lee, Youngjoon Choi

Research output: Contribution to journalArticlepeer-review

22 Scopus citations


Individual’s preferences for various whale tour attributes along with estimates of their willingness-to-pay (WTP) for these attributes are estimated using a choice experiment. Respondents prefer tours with increased interactive activities: tours with a higher probability of seeing whales, tours that provide interpretative services and tours that provide access to the whale museum and whale cultural village. WTP for changes in the probability of seeing whales is US$10.55 for an increase from 25 to 50% and $18.48 for an increase from 25 to 75%. Providing interpretative services and admission to whale museum/whale cultural village are valued at $9.06 and $17.83.

Original languageEnglish
Pages (from-to)606-617
Number of pages12
JournalAsia Pacific Journal of Tourism Research
Issue number6
StatePublished - 3 Jun 2019

Bibliographical note

Publisher Copyright:
© 2019, © 2019 Asia Pacific Tourism Association.


  • choice experiment
  • heterogeneous preferences
  • interpretative services
  • mixed logit
  • museum
  • probability of seeing whales
  • tour attributes
  • whale tourism management
  • Whale watching
  • willingness-to-pay


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