Willingness to pay for highlands' agro-tourism recreational facility: A case of Boh Tea plantation, Cameron Highlands, Malaysia

2013 International Conferences on Geological, Geographical, Aerospace and Earth Sciences

Herman, M. A. Syamsul^1,2 ; Nur A'in, C.M.^1 ; Ahmad, S.^3 ; Ramachandran, S.^1,2

Faculty of Forestry, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor Darul Ehsan, Malaysia^1

Institute of Tropical Forestry and Forest Products, Putra Infoport, Universiti Putra Malaysia, 43400 UPM Serdang Selangor Darul Ehsan, Malaysia^2

Institute of Agricultural and Food Policy Studies, Putra Infoport, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia^3

关键词: Cameron highlands;    Economic values;    Plantation managements;    Post-development;    Public holidays;    Tea plantations;    Total economic values;    Willingness to pay;   

Others  :  https://iopscience.iop.org/article/10.1088/1755-1315/19/1/012009/pdf
DOI  :  10.1088/1755-1315/19/1/012009

来源: IOP

【 摘 要 】

The increase in tourist demand for highland experience is inevitable. Cameron Highlands, established as a Tea Plantation Estate during the British Colonial era in 1929, has evolved into a major highland tourism destination providing a cool climatic experience coupled with scenic beauty in the midst of Tudor concept architecture which enhances the destinations historical value. Realising such tourism potential, the Boh Plantation management has provided a visitor centre as recreational facility for tourist utilisation. However, the absence in imposing an entrance fee has left a vacuum in determining the recreational economic value of this facility as the benefit of this agro-tourism product to tourists remains unknown. It would be important for the management to identify the benefit since the development and maintenance of the facility is costly. Hence, the purpose of this paper is to estimate the benefit of such establishment in highlands area by assessing visitors Willingness to pay (WTP). The study examines, explores and debates the issues in a critical yet supportive environment especially highlands. The study obtained 179 usable questionnaires from visitors during weekends, weekdays and public holidays. The result showed that 59% of the visitors were willing to pay for the agro-tourism product. The WTP was estimated at RM 7.21 (Ε1.81). Three factors were found to be influencing WTP which were monthly income, years of education and perception on scenery. Although the study was conducted post development, the finding indicated the WTP for current management practise. Should the management change its style, it would also affect WTP and also the total economic value. Since WTP is established concept, the finding of the study reflects on the opportunities, barriers and challenges inherent in embracing post-disciplinary approaches to research and suggest ways to further enhance the approach.