Valuing Visitor Willingness to Pay for Urban Green Space Conservation: Case of Maria Luisa Park in Seville, Spain

Urban Green Spaces (UGS) can be a source of ecosystem service provision that exerts a positive impact on the wellbeing of users. The present study assessed the willingness to pay (WTP) for the UGS of Maria Luisa Park, located in the city of Seville (Spain). Compared with previous case studies, this UGS is characterized by the importance of the tourist attractions inside the park and its significant heritage value for the city. WTP is a concept derived from welfare economics that is used in the economic valuation of environmental goods. The results showed that respondents had a mean WTP in the range of €1.92 (double-bounded dichotomous-choice method) to €2.08 per visit (open-ended question on the maximum WTP). Within the socioeconomic factors considered, the results showed that average income and residence location constituted significant variables in the explanation of respondents' WTP. In addition, the level of environmental awareness positively affected the elicited WTP. Finally, frequency of visit and its duration also represented significant determinants of respondents' choices, thus affecting WTP elicitation. The results contribute to the existing literature by identifying significant socioeconomic and perception factors that affect the WTP of UGS users. These findings will be valuable for urban-planning decision makers regarding the potential establishment of an entrance fee to cover the increasing conservation and maintenance costs of UGS.