Assessment and Analysis of Tehran Citizens' Willingness to Pay for Birdwatching Services in Urban Parks

Document Type : Original Article

Authors

1 Associate Professor, Geography and Rural Planning, Faculty of Geography, University of Tehran, Tehran, Iran.

2 M.A in Geography and Tourism Planning- Faculty of Geography- University of Tehran

3 M.A in Geography and Tourism Planning- Faculty of Geography- UFniversity of Tehran

4 M.A in Geography and Urban Planning- Faculty of Geography- University of Tehran

Abstract

Context and Purpose: Birdwatching, as a branch of urban ecotourism, has high potential in enhancing environmental awareness and sustainable development. This research was conducted with the aim of assessing and analyzing the willingness of Tehran citizens to pay for birdwatching services in urban parks.
Design/methodology/approach: The study was conducted with a descriptive-analytical approach using quantitative methods. Data were collected through questionnaires from 158 visitors. The Contingent Valuation Method (CVM) was used to measure willingness to pay, and SPSS software was used for correlation analysis (Spearman’s coefficient).
Findings: The average willingness to pay for one hour of birdwatching was 24.5 units. The highest willingness was observed in individuals with combined experience of birdwatching in nature (34.54) and urban environments (31.90). There was a significant correlation between willingness to pay and the level of familiarity with birdwatching (0.336) and experience in nature (0.302), but experience in Jamshidieh Park did not have a significant impact.
Conclusion: Jamshidieh Park, with its diversity of 112 bird species, has high potential for urban ecotourism. It is recommended to create infrastructure such as observation stations and educational tours, and to design diverse service packages.
Originality/value: This research is a useful study in Iran that has examined the willingness to pay for birdwatching in an urban park using CVM and provides a framework for the development of urban ecotourism.

Keywords

References

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Tourism and hospitality marketing research
Volume 3, Issue 2 - Serial Number 5
Autumn and Winter
September 2025
Pages 57-85

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