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Visitors Willingness to Pay for Recreational Services: a case study of Botanical Garden Penang Malaysia

International Journal of Hospitality and Tourism Systems

Volume 3 Issue 1

Published: 2010
Author(s) Name: Sher Akbar, Ahmad Puad Bin Mat Som,and Khurram Ghani
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Abstract

This study investigates a survey to know about visitors’ willingness to pay for the entry fee of Botanical garden in Penang Malaysia. The data were collected from sample of 110 respondents in period of May-June 2009. A self-administrative questionnaire was developed and estimated the recreational benefits of the garden at the location. The willingness to pay (WTP) to access the Botanical garden of visitors was elicited, that what factors determine visitors WTP? And how to improve recreational benefits which would lead to a higher demand for garden visitors with willingness to pay a higher price for better quality of environment protection? The study has shown that many factors like Travel cost, distance, income, quality of service and qualification were significant determinants of WTP. The demand visitation of the garden was significantly income elastic, negative elastic of demand with own price. This estimate provides an important indication to the value of recreational services from the Botanical garden in Penang Malaysia. Keywords: Willingness to Pay, Recreation, visitors, Malaysia

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