An investigation of willingness to pay for geopark management and conservation: A case study of geotourists in the Greater China Region

Willingness to pay (WTP) for geological protection is essential for market-based geopark conservation tactic formulations. Whether geotourists are willing to pay and how much they prefer to pay might be influenced by different determinants. The present study aims to (1) investigate the probability of paying and the payment amount for geopark conservation and (2) examine how factors influence the intention and amount to pay for the upkeep of geoparks. The results suggest that geotourists would contribute financially to geological conservation and geopark management. The findings also revealed that geotourists’ intentions and payment for conservation were associated with educational background and monthly income level. In addition, geotourist attachment and satisfaction concerning visiting geoparks positively affected intention and payment. This study might provide empirical references for geopark management and conservation in the Greater China Region. Copyright © 2024 by the authors.