Economic valuation and estimation of willingness to pay for Jahan Nama forest park in Karaj (Iran) using contingent valuation method (CVM)

Due to its variety of attractions, Jahan Nama forest park is one of the essential tourist attractions in the Alborz Province, Iran. Therefore, studying recreational value can support prediction of the requirements and shortages, which leads to tourism development. This study aimed at determining the recreational value of Jahan Nama forest park and visitors´ willingness to pay by using a conditional valuation method and a two-dimensional dual choice questionnaire. The statistical sample consisted of 350 forest park visitors who were selected based on available sampling method. The logit model was used to investigate the effect of explanatory variables on the rate of visitors' willingness to pay. The results showed 74.9% of the respondents were willing to pay for recreational use of the forest park, with an average willingness to pay of 15,781.6 IRR for recreational values per visit. The total annual recreational value was estimated to be 10,258,040,000 IRR. The variables of the proposed rate of payment, age and the cost of transportation per visit were negatively affective, whereas park quality, marital status, duration of reading per week, environmental attitude, education, income and gender, had a positive effect on willingness to pay were positively influential. The results showed that people are aware of the importance of forest parks and natural environments, with a significant willingness to pay that can support officials in forest park planning and management.