UNIVERSIDAD DE LAS PALMAS DE
GRAN
CANARIA
MSc in Tou ism T anspo and En i onmen al Economics
Demand analysis o eco ou ism p oduc s in he Sou h Eas e n egion o Ecuado
TITLE
Jéssica del Cisne Macas Rome o
NIE Y3758385S
(S uden 's signa u e)
Supe ised by: Concepción Román Ga cía
Las Palmas de G an Cana ias 08/06/2015
Table o con en s
1. INTRODUCTION ............................................................................................................. 1
2. THE IMPORTANCE OF ECOTOURISM IN ECUADOR ............................................ 11
2.1 De elopmen o eco ou ism p oduc s in he Sou h Eas e n egion o Ecuado .
Resea ch backg ound. .......................................................................................................... 14
3. DEMAND ANALYSIS ................................................................................................... 17
3.1 The choice expe imen .............................................................................................. 17
3.2 The ques ionnai e and da a collec ion ....................................................................... 21
3.3 Desc ip i e analysis o he sample ............................................................................ 22
3.4 The demand model .................................................................................................... 28
3.4.1 Theo e ical amewo k ....................................................................................... 28
3.4.2 Modelling p e e ences o eco ou ism p oduc s ................................................ 29
4. WILLINGNESS TO PAY FOR ECOTOURISM PRODUCTS ...................................... 37
5. CONCLUSIONS.............................................................................................................. 40
6. REFERENCES ................................................................................................................ 43
Index o ables
Table 1. In e na ional a i als o Cos a Rica since 2008 o 2013 .............................................. 5
Table 2. A e age expendi u e pe pe son and s ay in Cos a Rica o non- esiden ou is s ...... 6
Table 3. Numbe o a i als o non esiden s o B azil ............................................................... 8
Table 4. Re enue o B azil in e na ional ou ism ..................................................................... 9
Table 5. A ibu es and le els. ................................................................................................. 18
Table 6. Example o choice scena io. ...................................................................................... 19
Table 7. G aphical in o ma ion ................................................................................................ 20
Table 8. Su eyed popula ion .................................................................................................. 21
Table 9. Es ima ion esul s. Linea e ec s model................................................................... 31
Table 10. Es ima ion esul s. Nonlinea e ec model.............................................................. 33
Table 11. Resul s o es o no-linea i y ................................................................................... 34
Table 12. Es ima ion esul s. Mixed linea non-linea model. ................................................. 35
Table 13. Willingness o pay es ima ions. Linea e ec s model ............................................. 38
Table 14. Willingness o pay es ima ions. Non - linea and mixed linea non - linea models.39
Index o g aphics
G aphic 1. T ip F equency ....................................................................................................... 22
G aphic 2. Day s ay.................................................................................................................. 22
G aphic 3. Pu pose o he a el .............................................................................................. 23
G aphic 4. Composi ion o he ip .......................................................................................... 23
G aphic 5. Choice si ua ions .................................................................................................... 24
G aphic 6. Deg ee o impo ance o he a ibu es ................................................................... 25
G aphic 7. Was e so ing.......................................................................................................... 25
G aphic 8. Ways o disposal ba e ies o s acks ...................................................................... 26
G aphic 9. Le el o conce n..................................................................................................... 26
G aphic 10. Deg ee o impo ance ........................................................................................... 27
G aphic 11. Le el o educa ion ................................................................................................ 28
G aphic 12. Occupa ion ........................................................................................................... 28
G aphic 13. Linea e ec s model............................................................................................. 30
G aphic 14. Non-linea e ec s model ...................................................................................... 32
G aphic 15. A ibu es impac . Linea e ec s model ............................................................... 36
G aphic 16. A ibu es impac . Non linea e ec s model ........................................................ 36
G aphic 17. A ibu es impac . Mixed linea -non linea e ec s model ................................... 36
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1. INTRODUCTION
Eco ou ism combines passion o a el wi h he in e es in he p ese a ion o na u e.
Speaking o eco ou ism i is ela ed o concep s o sus ainabili y, conse a ion and
pa icipa ion o he local communi y, his e m has been used o p omo e ou ism ac i i ies in
he na u al en i onmen and a ac ou is s in e es ed in na u e and cul u e o places o isi .
The eco ou ism is a segmen o he ou is ac i i y ha uses in a sus ainable way he na u al
and cul u al he i age, encou ages i s conse a ion and seeks he o ma ion o an
en i onmen al consciousness h ough he in e p e a ion o he en i onmen by p omo ing he
wel a e o he communi ies in ol ed.
Fo eco ou ism con ibu es o sus ainable de elopmen o he egions, and o o e
al e na i es o ou ism should be de eloped acco ding o he guidelines o p inciples ha
unde pin i , he e o e i should be clea wha i ’s he de ini ion. The ollowing a e some o
he mos comple e de ini ions o eco ou ism:
Eco ou ism is now de ined as " esponsible a el o na u al a eas ha conse es he
en i onmen , sus ains he well-being o he local people, and in ol es in e p e a ion and
educa ion" (The In e na ional Eco ou ism Socie y , 2015)
The Na u e Conse ancy adop s he de ini ion a icula ed by he Wo ld Conse a ion Union
"En i onmen ally esponsible a el o na u al a eas, in o de o enjoy and app ecia e na u e
(and accompanying cul u al ea u es, bo h pas and p esen ) ha p omo e conse a ion, ha e
a low isi o impac and p o ide o bene icially ac i e socio-economic in ol emen o local
peoples." (Ceballos Lascu áin, 1993)
Ano he impo an de ini ion o eco ou ism is he one gi en by he Na ional Chambe o
Eco ou ism and Sus ainable Tou ism o Cos a Rica (In e na ional o um o Eco ou ism,
2004):
“I is he specialized segmen o esponsible ou ism, which p omo es and suppo s he
conse a ion o na u e and he cul u al alues o he a ious loca ions, in e p e ing hem
o gene al public, and sponso ing he socio-economic imp o emen o local communi ies
in an e hical ashion, aiming o inc ease awa eness and sa is ac ion o ex e nal cus ome s.
I s ac i i ies a e designed o be ca ied ou in acco dance wi h he en i onmen , leading
i s cus ome s o a di ec and pe sonal con ac wi h na u e and he local cul u e”
Also he Uni ed Na ions Wo ld Tou ism O ganiza ion (UNWTO) uses he wo d eco ou ism
o mean o ms o ou ism which ha e he ollowing cha ac e is ics:
1. All na u e-based o ms o ou ism in which he main mo i a ion o he ou is s is he
obse a ion and app ecia ion o na u e as well as he adi ional cul u es p e ailing in
na u al a eas.
2. I con ains educa ional and in e p e a ion ea u es.
3. I is gene ally, bu no exclusi ely o ganized by specialized ou ope a o s o small
g oups. Se ice p o ide pa ne s a he des ina ions end o be small, locally owned
businesses.
4. I minimizes nega i e impac s upon he na u al and socio-cul u al en i onmen .

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5. I suppo s he main enance o na u al a eas which a e used as eco ou ism a ac ions by:
 Gene a ing economic bene i s o hos communi ies, o ganiza ions and au ho i ies
managing na u al a eas wi h conse a ion pu poses,
 P o iding al e na i e employmen and income oppo uni ies o local communi ies,
 Inc easing awa eness owa ds he conse a ion o na u al and cul u al asse s, bo h
among locals and ou is s. (The B i ish Eco ou ism Ma ke , 2002)
The cha ac e is ics ha UNWTO se s o eco ou ism ha e he same basis o ac ion han
hose es ablished by he Na u e Conse ancy, o hem he eco ou ism possesses he
ollowing cha ac e is ics:
 Conscien ious, low-impac isi o beha io
 Sensi i i y owa ds, and app ecia ion o , local cul u es and biodi e si y
 Suppo o local conse a ion e o s
 Sus ainable bene i s o local communi ies
 Local pa icipa ion in decision-making
 Educa ional componen s o bo h he a ele and local communi ies
The e o e, eco ou ism is linked o a sense o e hics because, beyond he enjoymen o he
a ele , pu sues o p omo e he wel a e o local communi ies, who a e ac ing as ecipien s o
ou ism and he p ese a ion o he na u al en i onmen . Eco ou ism also seeks o p omo e
sus ainable de elopmen i.e. g ow h in he p esen ha does no a ec u u e possibili ies. I
is impo an o include communi y’s pe spec i e because eco ou ism canno be success ul
wi hou communi y suppo . Fo success ul ou ism de elopmen , communi y leade s and
ou ism planne s need o iew ou ism as a ‘local communi y indus y’.
As an ac i i y di ec ly ela ed o he na u e, i in ol es p o ec ing ce ain a eas, hus
achie ing p ese e he biodi e si y o he a ea and u ning i in o a ac o o a ac ion o
ou is s.
I is no ewo hy ha he impo ance o eco ou ism is based on h ee undamen al p inciples,
as equi ed by The In e na ional Tou ism Socie y:
 Is non-consump i e / non-ex ac i e
 C ea es an ecological conscience
 Holds eco-cen ic alues and e hics in ela ion o na u e
Eco ou ism is impo an because hanks o i s implemen a ion, he unde s anding o he
impac s o ou ism on he na u al and human en i onmen a e aken in o accoun , and allows
o gene a e jobs locally, ei he di ec ly in he ou ism sec o o in o he suppo ing sec o s.
Also, local communi ies and indigenous cul u es can be ha med in di e en ways by an
a i al o o eign isi o s, howe e his same g ow h gene a es signi ican oppo uni ies o
bo h conse a ion and local communi ies. I becomes an incen i e o he de elopmen o
indus ies in he a ea such as ho els, es au an s, anspo , c a s and ou is guide se ices.
Achie ing well be an al e na i e sou ce o income o he local indus y and Eco ou ism can
p o ide e enues o he p o ec ion o na ional pa ks and o he na u al a eas.
The eco ou ism p o ides some bene i s; among which can men ion: conse a ion o na u al
a eas and esou ces in wo ldwide, and o p omo e unde s anding and espec o cul u es,
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he i age and na u al en i onmen . Also i le o disco e na u al and u al places o g ea
alue and beau y, gi es he oppo uni y o li e in con ac wi h na u e and in e ac wi h i , and
he e o e ge away om all ypes o pollu ion ha exis s in big ci ies. I is ideal o elax and
unwind, allowing ou is s who enjoy his ype o ou ism can pe o m a hos o ou doo
ac i i ies such as hiking, bi d wa ching, ho seback iding e c. Besides, eco ou ism can
inc ease he le el o educa ion and in ol emen among a ele s, making hem engage wi h
he cause and e ec i e help o conse a ion.
And e en mo e impo an ly, eco ou ism se es as a e y e ec i e s a ing poin o u al
popula ions o communi ies o boos i s economy o emain and ake ca e o i s na u al and
e hnog aphic en i onmen , achie ing a sus ainable economic de elopmen o he popula ion
in ol ed. Some na u e ese es ha e ied o p omo e a mu ual economic in e es in
eco ou ism by: subcon ac ing ce ain se ices and p oduc s o neighbo ing communi ies,
buying local p oduce, o e ing cul u al ac i i ies and se ices o he ou is s inside he
ese es, p o iding he oppo uni y o locals o sell hei s u s.
The UNWTO ecognized he impo ance o eco ou ism, and hey decided o make a
designa ion o he yea 2002 as he In e na ional Yea o Eco ou ism:
“In os e ing be e unde s anding among peoples e e ywhe e, in leading o g ea e
awa eness o he ich he i age o a ious ci iliza ions and in b inging abou a be e
app ecia ion o he inhe en alues o di e en cul u es, he eby con ibu ing o he
s eng hening o wo ld peace” (Uni ed Na ions, 1998)
Millions o people isi p o ec ed a eas each yea , he cu en ma ke end goes o mee
g owing needs o a ou is looking o enjoy na u al a eas and cul u al o e ings. Eco ou ism
has been implemen ed in se e al coun ies, and i is necessa y o e iew some o he main
and mo e ecognized expe iences in e na ionally.
The In e na ional Eco ou ism Socie y (TIES) men ions ha :
“Some examples o bes managemen p ac ices in eco ou ism de elopmen include
p ese ing cul u al he i age, sou cing locally p oduced oods and sou eni s, suppo ing
communi y conse a ion p ojec s, ecycling and ea ing was es, and hi ing local
employees, especially women and mino i ies, and paying hem ai wages. In a message
deli e ed o ma k he obse ance o Wo ld Tou ism Day 2014, UN Sec e a y-Gene al Ban
Ki-moon emphasized he bene i s o ou ism o local communi ies, adding ha as an
indus y i “helps people o de elop a a ie y o skills” and builds “s onge and mo e
esilien communi ies”. The powe o a el can ans o m people and c ea e change.
When execu ed mind ully, and wi h he minimum impac , a el can inspi e cul u al
awa eness, ole ance, and commi men o en i onmen al esponsibili y”.
Among he mos impo an eco ou ism expe iences in La in Ame ica we can men ion Cos a
Rica and B azil. Cos a Rica is an eco-des ina ion, Pu e Li e (Pu a Vida) is i s mo o, and
iden i ies he Cos a Ricans. The coun y is conside ed he bi hplace o eco ou ism and also
he place whe e his ac i i y has achie ed he highes le el o success.
This coun y has an a ea o 51,100 squa e kilome e s, accoun ing o 0.3% o he o al su ace
o he plane , he e is s aying 5% o global biodi e si y. Cos a Rica has mo e bi d species han
he Uni ed S a es Na ion and mo e a ie y o bu e lies han h oughou he A ican
con inen , o ha eason, his Cen al Ame ican na ion o 4 million people has gained
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in e na ional ecogni ion jus i ied. Thanks o he Cos a Rica's di e se habi a s and ecosys ems
in his place can be ound di e en species o lo a and auna, also 22 na ional pa ks, 10
wildli e e uges, 12 biological ese es, 8 o es ese es and 26 p o ec ed zones, co e ing
25% o he na ional e i o y.
Cos a Rica’s ou ism indus y has been de eloped aking in o accoun he p ese a ion o he
en i onmen and his ac i i y has become luc a i e o he coun y, p o ec ing he na u al
easu es while b inging economic oppo uni ies o he u al a eas. The a a ainmen
en i onmen al and economic bene i s o eco ou ism canno be denied. Cos a Rica has been
able o each sus ainable de elopmen and p o ec he p is ine landscapes om he dange s o
des uc i e ag icul u al p ac ices.
The success o Cos a Rica's ou ism indus y, is because “ he dual goals o na u e
conse a ion and income gene a ion a e mos o en complemen a y. Na u e conse a ion
con ibu es o he ou ism indus y and ou ism con ibu es o he na ional economy.” (Hea ne
& Salinas , 2002)
The g ow h po en ial and en i onmen al bene i s o eco ou ism is a posi i e ac o o
de eloping coun ies. The in es men in eco ou ism is a cause wo h and p o ides
p og essi e de elopmen o he en i onmen and he coun y. Responsible ou ism has also
allowed o espond e ec i ely o he g owing demands o he ou ism indus y and enhance
he cul u al in eg i y o he local communi y.
The main eason o success o eco ou ism in Cos a Rica is he ac i e pa icipa ion o he
p i a e sec o , biodi e si y and he in e ac ion be ween he ne wo ks o p o ec ed a eas.
In e na ional and na ional NGOs, local businesses, indigenous and go e nmen o ganiza ions
also play an impo an ole in he accomplishmen o eco ou ism p og ams.
Acco ding o IUCN Cos a Rica has become an impo an ou is des ina ion la gely on he
basis o i s excellen pa k sys em. Manuel An onio Na ional Pa k and he Mon e e de Cloud
Fo es a e conside ed as models o eco ou ism and sus ainable de elopmen . These pa ks
p o ide c i ical habi a o many plan and animal species. The cloud o es has ex emely
di e se lo a and auna (o e 100 species o mammals, 2,500 plan species o e 400 bi d
species and o e 120 ep ile and amphibian species). Tou ism was a i s de eloped by a
popula ion o abou 5,000 Quake s (Ch is ian Communi y) li ing in he a ea. Tou is
de elopmen s in ol ed he local popula ion who had an in e es in he p ese a ion o he
o es .
In 1972 he 'T opical Science Cen e' pu chased an a ea 320 hec a es o o es , o be managed
by he Quake s o ou ism ac i i ies. In 1974 hey only ecei ed 471 isi o s bu by he
1990's ou ism was be an a e age o abou 50,000 a yea . The communi y was conce ned
abou he g owing o he ou ism, he e o e locals asked o he oads no o be pa ed, he
only access hey ha e is by di oad 30km o bouncy ack only accessible by 4x4s.
Some o he bene i s ha eco ou ism had c ea ed in his a ea a e: new businesses, has been
es ablished he la ge San a Elena ese e (300 hec a es), and many o he smalle ese es
ha e also been c ea ed, he e a e 400 ull- ime and 140 pa - ime jobs di ec ly ela ed o
ou ism and many mo e indi ec jobs, he ese e ac ually budge s o ain and educa e locals
and ou is s abou eco ou ism and p o ec ion o he ese e, locals a s and c a s ha e been
eju ena ed, he local popula ion and p i a e sec o alue he cloud o es because i c ea es
income. So, hey p e e mo e s anding han being cu down. E c.
5
In 2007 Cos a Rica decla ed ha i aims o become he i s ca bon neu al coun y by 2021
hanks o he deli e ed ow by he Cos a Rican go e nmen , and aised he s anda d ye again
o he global eco ou ism communi y.
Ma ha Honey, co- ounde o he Cen e o Responsible T a el and o me execu i e
di ec o o The In e na ional Eco ou ism Socie y. Says “Cos a Rica is no all eco, bu he
eco ou ism e olu ion in Cos a Rica has been eally p o ound. I … s ill emains he bes
example in he wo ld o success ul eco ou ism."
In 2003 Lapa Rios was he i s ho el o achie e CST’s (Ce i ica ion o sus ainable ou ism)
op anking, le el 5, i is one o 148 na ionally ce i ied sus ainable ho els in he Cen al
Ame ican coun y. They make ene gy om ood sc aps, he lodge suppo s local mic o-
businesses, and locals use ecycled o enewable ma e ials. “The opical Cen al Ame ican
des ina ion o e s examples o bo h he bes in sus ainable ou ism and wha could eplace i ”.
(Henly, 2011)
Is impo an o e iew some s a is ics o he ou ism ac i i y in Cos a Rica (see Table 1), and
hus be able o obse e he ac ual numbe s o he bene i s ha his ac i i y con ibu es o he
coun y; he i s qua e o 2013 eco ded 758,835 in e na ional a i als by all ou es (ai , sea
and land). The 18,134 addi ional a i als, ep esen ing an inc ease o 2.4% o e he i s
qua e las yea . The da a eco ded in each o he mon hs o he qua e , a e he highes
igu es o he pas six yea s.
Table 1. In e na ional a i als o Cos a Rica since 2008 o 2013
2008
2009
2010
2011
2012
2013
Janua y
222723
222664
232314
252532
272718
278426
Feb ua y
203772
168164
195919
210628
228597
230581
Ma ch
221551
179772
208201
222799
239386
249828
Ap il
167000
165352
169853
184735
195456
May
150525
130536
148574
150145
160185
June
176648
158972
169183
176360
189257
July
198672
180792
199479
202362
212044
Augus
168885
159025
168837
161648
173837
Sep embe
117348
113083
120214
121057
127632
Oc obe
124965
112320
126661
129086
139591
No embe
153539
145249
158468
167135
179474
Decembe
183546
186650
202126
213572
225036
Jan - Dec
2089174
1922579
2099829
2192059
2343213
758835
Sou ce: 1. Cos a Rican Tou ism Ins i u e
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Ecuado has he la ges animal and plan di e si y in he wo ld, 10% o all species o plan s
on ea h a e concen a ed in an a ea ha ep esen s only 2% o he o al su ace o he plane .
Only in Amazon egion exis s a ound 8200 species, and iden i ied 2725 species o o chids.
App oxima ely 3,800 e eb a e species, 320 species o mammals, 350 species o ep iles,
375 amphibians, 800 species o eshwa e ishes, 450 species o sal wa e ish and 1550
species o bi ds ha e been documen ed in Ecuado . Collec 18% o all species in he wo ld,
nea ly 15% o endemic species in he wo ld a e in he moun ains, he coas and he Amazon,
also is home o mo e han a million species o insec s. O he wel e key biodi e si y a eas
iden i ied by he na u alis No man Mye s, h ee a e in he con inen al Ecuado . Ecuado ’s
2008 cons i u ion was he i s in he wo ld o legally ecognize he Righ s o Na u e.
Na ional pa ks, ese es and wildli e e uges a e a ac ing mo e and mo e a en ion om
ou is s due o i s educa ional, ec ea ional and aes he ic alues. In Ecuado 10 na ional pa ks,
14 na u e ese es, a e uge o wildli e and ec ea ion a ea, a e conside ed na u al he i age
and p o ec ed spaces by he s a e. I s ex ension app oaches 4,669,871 hec a es o land and
ma i ime su ace 14,110,000, di ided in o ou egions. Biodi e si y is he main weal h o
hese a eas, al hough he e a e di e en popula ions bo h in u ban a eas, as in u al he
indigenous and peasan .
Eco ou ism is bene icial o a coun y like Ecuado because i is a possibili y o inc ease he
a ac ion o p o ec ed a eas, because i p o ides an economic eason o p o ec ing hem,
besides i p o ides o local popula ion economic incomes by imp o ing hei le el o li e and
encou aging hem o espec and conse e p o ec ed a eas. Ku ay (1992) ci es en i onmen al
bene i s o communi y pa icipa ion, a guing ha a close wo king ela ionship be ween he
local communi y and he indus y will p o ide he means o suppo conse a ion e o s.
As can be seen in Illus a ion 1, he Ecuado is di ided in o ou egions, Coas , Highlands,
Amazon and Galapagos Island o Insula egion. Ecuado 's Amazon egion has an a ea o
120,000 squa e kilome e s ha is ex ending in he wes e n edge o he Amazon Ri e , and is
co e ed by lush ain o es . The Amazonian ecosys em is conside ed one o he iches plan
and animals habi a s in he wo ld, he a ie y o mac o and mic o habi a s is amazing, since
muddy lakes un il endless o es s.

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The Amazon is one o he iches egions o he coun y, o i s cul u e and associa ed
knowledge, and o i s biodi e si y; wa e and mine al esou ces. Among i s main a ac ions
a e he di e en p o ec ed a eas and he a ie y o e hnic g oups ha exis .
The p o ince o Zamo a Chinchipe is loca ed in he sou heas o he Ecuado ian Amazon, he
geog aphical posi ion has gene a ed an immeasu able and unknown biodi e si y wi h a high
deg ee and cul u al ichness, and make his a ea a a o able en i onmen o he de elopmen
o eco ou ism ac i i ies, ha ha e g ea economic impo ance o cons i u e a mechanism o
g ow h. Tou ism is a possible al e na i e o exi he pos ponemen and en e as p o agonis s
in equal condi ions. This a ea has a as na u al and a chaeological he i age, because i has a
ange o possibili ies ha can be isi ed o di e en ac i i ies such as: a cheology,
ad en u e, culina y, ag o ou ism, beach, communi y, heal h, cul u al, bi d wa ching,
eco ou ism, e c.
I is conside ed necessa y and u gen o begin o de ine de elopmen al e na i es based in he
eno mous ichness and di e si y o he na u al esou ces on which human capi al ha e a
leading ole in hei own de elopmen , wi h pa icipa o y and ongoing ac i i ies in which he
cul u al and en i onmen al e alua ion a e he main cha ac e is ics o he a ea, meanwhile is
in eg a ing communi ies in a collabo a i e and inclusi e amewo k.
The iden i y o di e en e hnic g oups exis ing in he p o ince is being los , he main causes
a e accul u a ion, acism, and displacemen o na i e cen e s. Eco ou ism is a means o
pe o m he escue and p ese a ion o indigenous cul u e, including knowledge, biodi e se
esou ces and echniques used by na i e peoples and na ionali ies, in o de o ha e a
popula ion wi h e hical, mo al, iden i y alues and high es eem.
Sou ce: 5. www. o osecuado .ec
Illus a ion 1. Ecuado Map
14
2.1 De elopmen o eco ou ism p oduc s in he Sou h Eas e n egion o Ecuado .
Resea ch backg ound.
In he yea 2013 he Uni e sidad Técnica Pa icula de Loja de eloped a p ojec
“Iden i ica ion and enhancemen o an eco ou ism ou e in he can ons Zamo a, Cen inela Del
Condo , Yan zaza and Yacuambi in he p o ince o Zamo a Chinchipe”
Is impo an o ake in o accoun ha hese can ons a e loca ed in he a ea o in luence o
la ge-scale mining p ojec s, hence he need o conside as p io i ies in he p ojec .
Addi ionally, he ci cui is pa o he conse a ion ini ia i e called Connec i i y Co ido
Podoca pus - Yacuambi which is being de eloped by he au onomous go e nmen pa ish o
he can ons in ol ed.
The objec i es o his p ojec we e:
 Diagnose and cha ac e ize he eco ou ism po en ial o na u al, cul u al esou ces and
physiog aphy o he a ea.
 Analyze exis ing ou ism in as uc u e.
 Gene a e in o ma ion o he planning o p oduc i e and en i onmen ally sus ainable
ou ism p ojec s.
 To alue an eco ou ism ou e in he no h o he p o ince o Zamo a Chinchipe o
con ibu e o economic de elopmen and conse a ion o he na u al capi al o he
p o ince.
 Be a means o in eg a e he communi ies as majo playe s in he economic
de elopmen o he can on, iden i ying p oposals ha ene gize he con en o he
ou e o he a ge ma ke is b oade .
 A i m and s eng hen na ional iden i y, di e en iden i ies, mul ina ionali y and
mul icul u alism.
 Design s a egies o p omo e and dissemina e he ci cui .
The me hodology ha was used was di ided in i e s ages: In he i s s age o an
in o ma ion base on ou ism esou ces possessed by each can on semi-s uc u ed in e iews
wi h opinion leade s and au ho i ies in he a ea in es iga ed we e pe o med. Then he eco
ou is ic oca ion o he a ea was cha ac e ized by iden i ying he na u al, cul u al,
monumen al and o he esou ces which can be exploi ed in a ou ism way. The me hodology
o in en o y a ac ions p oposed by he Minis y o Tou ism was used, his p ocess o de ly
eco ds he physical, biological and cul u al ac o s ha ha e a ac i e. Also in his s age he
maximum load capaci y o an eco ou ism si e o he ou e was de e mined.
The second s age consis ed in diagnose he cu en ly in as uc u e ha exis in he a ea, a
compila ion o da a om seconda y sou ces such as egis e s, municipali ies and a ious
o ganiza ions was pe o med, and hen an in-si u con as ing was done ou ing he can ons o
e i y he in o ma ion collec ed.
In he hi d s age p oduc i e and en i onmen ally sus ainable ou ism p ojec s we e
de e mined. The p ojec p o iles a ise om a socio-economic and ou is diagnosis o can ons
in ol ed in eco ou is ou e, he same as was done by ga he ing in o ma ion om seconda y
sou ces and ield in which he ollowing ac i i ies we e ca ied ou : alida ion o ou is
in en o y, classi ica ion o ou is a ac ions, geo e e enced poin s conside ed o in e es o
ou ism, mee ings wi h ep esen a i es o he pa ishes o he can ons in ol ed and wi h he
15
communi y leade s. These isi s allowed o be close o he g oups, associa ions o
communi ies in o de o iden i y wi h hem de elopmen p oposals. Pa icipa o y
me hodology wi h communi ies was hen used, and SWOT analysis wi h he esea ch eam,
allowing a comple e diagnosis o he a ac ions o he a ea and o iden i y p ecisely hose
ha make up he ou e.
The design o he ou e was done in he ou h s age, based on he in en o y o ou ism
esou ces, a ailabili y, cha ac e is ics and quali y o exis ing in as uc u e, such as hos ing
se ices, ood and be e ages and guide ou s, like i was aken in o accoun he connec i i y
ha exis in he a ea.
And in he i h s age p omo ion and dissemina ion s a egies o he ou e we e designed, by
c ea ing p omo ional ma e ial as a p in ed and digi al b ochu e ou e, accompanied by a
epo age ideo o he wo ou es designed.
The esul s o his p ojec we e:
 In en o y o ou is a ac ions and upda ed cadas e o he a ea.
 Iden i ied wo p oposals o po en ial p ojec s in he a ea.
 Eco ou ism ou e o he sou he n Amazon egion o Ecuado .
 Mys icism. - Cul u al Rou e Composed o 8 a ac ions, 5 cul u al e en s
ca ego y and 3 na u al si es.
 Ag o ou is and cul u al ou e. - Composed o 7 a ac ions anging cul u al
e en s and one na u al si e ca ego y.
Due o he accep ance and esul s ha had his p ojec , in 2014 was decided o con inue he
ac i i ies ha we e de eloping in he a ea, and hus con inue wo king o he cons uc ion o
eco ou ism p oduc s ha enable de elopmen o communi ies iden i ied. The main objec i e
o he second s age o his p ojec is gene a e communi y de elopmen in he can ons
Zamo a and Yacuambi since he alua ion o eco ou ism as a sou ce o income and a ac o
o imp o emen quali y o li e.
The objec i es o his p ojec we e:
 Exploi in a sus ainable way he na u al and cul u al a ac ions in Napu ak
communi y and he San Ca los de las Minas pa ish ha a e desc ibed in he p ojec
2013, "Iden i ica ion and alua ion o a ou is ou e Zamo a can ons, Cen inela Del
Condo , Yan zaza, Yacuambi” by he Pa icipa o y g oups.
 Reco e and p omo e he ances al knowledge o he Shua communi ies.
 Unde s and and p ac ice en i onmen al in e p e a ion by pa icipa o y g oups.
A diagnosis o he s eng hs and weaknesses o he membe s o he communi y Napu ak was
conduc ed. A e ha , selec ion and aining was held o membe s o he communi y
acco ding o hei a ini y wi h he ollowing ou is ac i i ies: g oup managemen , ou ism
managemen , ood handling, basic se ice echniques, en i onmen al awa eness, accoun ing
o in lows and ou lows o money ainings we e conduc ed.
Then in pa icipa o y wo kshops he ou ism p oduc was designed wi h he communi y.
The esul s o his p ojec we e:
 Iden i ica ion o he Communi y ou ism p oduc Napu ak
16
 Iden i ica ion o he equi emen s o eco ou ism equipmen om i s socio-cul u e,
wo ld iew, en i onmen al condi ions and hei echnological, s uc u al
cha ac e is ics.
 Pa icipa o y g oups iden i y he conse a ion o na u e as elemen o sus ainable
de elopmen and en i onmen al in e p e a ion as a ool o show a ac i ely ou ism
p oduc s.
Once he possibili ies o exploi a ion o ou ism p oduc s, and he main a ac ions o he a ea,
we e de ined a demand s udy was conduc ed o analyze he p e e ences o isi o s o he a ea.
17
3. DEMAND ANALYSIS
3.1 The choice expe imen
Disc e e choice expe imen s a e c ea ed wi h he pu pose o analyzing he independen e ec
o di e en a ibu es upon ce ain obse ed ou comes o choices (Rose & Blieme , 2004). A
ypical choice expe imen consis s in a sample o indi iduals ha comple e di e en
hypo he ical choice asks acco ding o some beha io al ule. In many expe imen al se ings
he u ili y maximiza ion is conside ed, he e o e he ask consis in choosing he al e na i e
wi h he highes u ili y, and al e na i es a e de ined in e ms o he di e en alues, o le els,
ha he a ibu es can ake.
In ou case, he expe imen consis ed in he c ea ion o wel e choice scena ios de ined by
wo hypo he ical eco ou ism p oduc s each. Thus, he al e na i es we e de ined in e ms o
he ollowing a ibu es: p ice, hiking, pa icipa ion in i uals, as ing local cuisine, isi o
c a s cen e and expe ience o communi y li e. The a ibu es and le els conside ed o his
pu pose a e p esen ed in Table 5. As can be seen, all a ibu es we e de ined a h ee le els
wi h he excep ion o p ice ha had six. Fo he selec ion o bo h, a ibu es and le els, he
a ac ions iden i ied in he a ea o Zamo a-Chinchipe du ing he p elimina y phase o he
p ojec we e conside ed.
To ob ain he combina ion o a ibu e le els de ining he choice si ua ions, an e icien
design using he so wage N-gene (Choiceme ics, 2009). In o de o ob ain ealis ic choice
scena ios, some cons ain s we e added o he design. Thus, he eco ou ism p oduc s showed
o he isi o s consis ed in wo o h ee a ac ions each. An example o one choice scena io is
p esen ed in Table 6, whe e he indi idual had o choose among package A, package B o
none o he wo.
Also, o make he scena ios mo e c edible, some pic u es we e showed o he esponden s o
help hem o be e unde s and he cha ac e is ics o he di e en p oduc s. These pic u es a e
p esen ed in Table 7.
The c ea ion o e icien designs is ocused on he minimiza ion o he sample size equi ed o
ob ain asymp o ically e icien and eliable pa ame e es ima es; o al e na i ely, minimize
he s anda d e o o he pa ame e es ima es o a ixed numbe o choice obse a ions. Ou
choice expe imen was based on he minimiza ion o he D-e o . Fo his, we ha e o p o ide
pa ame e 's p io in o ma ion and he ype o model o be es ima ed.
In his ega d, ou design was gene a ed o a mul inomial logi model capable o accoun o
non-linea e ec s in quali a i e a ibu es. Pa ame e s' p io s we e chosen acco ding o some
quali a i e in o ma ion in o de o ob ain easonable willingness o pay igu es o po en ial
isi o s o he a ea.

18
Table 5. A ibu es and le els.
ATTRIBUTES
LEVELS
DESCRIPTION
Cos o ac i i y ($)
1
35
2
40
3
45
4
70
5
75
6
85
Hiking
(wa e alls, scenic
beau y, lo a, auna)
1
No included
2
2 hou scenic ou e.
 You will see one wa e all, p ima y o es and
may ake a ba h in he c ys al clea wa e s
lowing down om he moun ains Chimbu za.
 The di icul y le el is medium and you will
walk ou 2 ½ km.
 Includes na i e guide and lunch (wa e ,
chocola e, ui and biscui s)
3
4 hou scenic ou e.
 You will use Ta abi a ( unicula ) o c oss
Yacuambi Ri e .
 You will obse e endemic lo a and auna and
enjoy a pano amic iew o he a ea.
 The di icul y le el is high and you will walk
5km.
 I includes na i e guide, lunch and dinne
(wa e , chocola e, ui and biscui s)
Pa icipa ion in i uals
1
No included
2
Dancing
3
Dancing+ i ual in cascade+sana ion
Tas ing local cuisine
1
No included
2
Tas ing a basic menu:
 Ayampaco + Chicha + memb illo juice
3
Tas ing a ull menu:
 Ayampaco + Palmi o b o h wi h c eole
chicken + Chicha + memb illo juice
Visi o c a s cen e
1
No included
2
View and/o pu chase
3
View and / o pu chase and pa icipa e in he
de elopmen o local c a s
Expe ience o
communi y li e
1
No included
2
1 day pe o ming ac i i ies ela ed o:
 Ag icul u e / li es ock / gas onomy, includes
ood (lunch and dinne in he a e noon).
3
2 days pe o ming ac i i ies ela ed o:
 Ag icul u e / li es ock / gas onomy /
psicul u e and i e ishing / poul y / hun ing
(15 USD), includes ood and lodging
19
Table 6. Example o choice scena io.
A ibu es
Desc ip ion Package A
Desc ip ion Package B
Cos
40
75
Hiking
LEVEL 3
4 hou scenic ou e.
 The di icul y le el is high
and you will walk 5km.
No included
Ri uals
No included
LEVEL 3
Dancing / Ri ual in cascade /
Sana ion
Gas onomy
LEVEL 3
Full menu
No included
C a s
No included
LEVEL 3
View and / o pu chase and
pa icipa e in he de elopmen o
local c a s
Communi y
li e
No included
LEVEL 2
1 day
I choose ① Package A ② Package B ③ None o he wo
Reason in he case o choose ③
20
Table 7. G aphical in o ma ion
Hiking
Le el 2
Le el 3
Pa icipa ion in i uals
Le el 2
Le el 3
Tas ing local cuisine
Le el 2
Le el 3
Visi o c a s cen e
Le el 2
Le el 3
Expe ience o communi y li e
Le el 2
Le el 3
21
3.2 The ques ionnai e and da a collec ion
The su ey ha was applied consis s o i e pa s: he i s one is abou a el in o ma ion,
he second pa is he choice expe imen , he hi d co esponds o he en i onmen al
pe cep ion, and he ou h is conce ning o eco ou ism in gene al and he las pa is abou
socioeconomic in o ma ion.
To calcula e he sample, he o mula o in ini e popula ions was used:
𝑛 = 𝑍2 𝑝𝑞
𝑒2
𝑛 = (1.96)2 (0,5)(0,5)
0,052
𝑛 = 384.16
Whe e:
Z= is he con idence in e al
p=choice p obabili y
q= 1-p
e= es ima ion e o
n= Sample size
Acco ding o he Census o popula ion and housing 2010, o he Na ional Ins i u e o
S a is ics and Census o Ecuado , he co esponding u ban popula ions o Loja is 170280 and
o Cuenca is 329928, as can be seen in able 8.
To de e mine he numbe o su eys ha had o apply in bo h Loja and Cuenca, he
pe cen age o popula ion ha co esponds o each can on o he o al was es ablished and
a e was mul iplied by he sample size, as indica ed below:
Table 8. Su eyed popula ion
Popula ion
Pe cen age
Sample size (Pe cen age * 384,16)
Loja
170280
34,04
130,78
Cuenca
329928
65,96
253,38
To al
500208
100
384,16
28
G aphic 11. Le el o educa ion
G aphic 12. Occupa ion
3.4 The demand model
3.4.1 Theo e ical amewo k
3.4.1.1 Disc e e choice heo y
Disc e e choice heo y (Mc Fadden , 1981) assumes ha indi iduals consume bo h
con inuous and disc e e goods, being he la e ep esen ed by he choice among a se o
disc e e al e na i es mu ually exclusi e. Acco ding o Lancas e (1966) pos ula es, he u ili y
o he al e na i es depends on he le els o he a ibu es ha cha ac e ize hem. Thus, unde
he u ili y maximiza ion beha io al ule, he indi idual mus choose he bundle o con inuous
goods and he disc e e al e na i e ha maximizes his u ili y, gi en his cons ain s.
3%
21%
30%
42%
4%
P ima y
Seconda y
Pos Seconda y
Unde g adua e
Pos g adua e
5%
16%
31%
24%
6%
2%
13%
3% Company manage
Businessman
Func iona y
P i a e wo ke
Technician
Wo ke
F eelance
O he

29
As he analys does no know, o each indi idual, all o he a iables ha a e in luencing he
choice, nei he he exac way ha hese in luence, p obabilis ic choice mechanisms a e
equi ed o in o de o model indi idual choices.
3.4.1.2 Random u ili y heo y (P obabilis ic choice heo y)
The andom u ili y heo y is based in ha one indi idual always op o he al e na i e wi h
he highes u ili y. The u ili y ha epo s o indi idual n he al e na i e j is Unj. This u ili y is
ully known by he one who makes he choice, bu pa ially unknown o he analys who is
ying o model indi idual's p e e ences. F om he economic poin o iew, Unj is a
condi ional indi ec u ili y unc ion.
In his ega d, he u ili y has wo componen s, he obse ed one, called sys ema ic componen
ha will depend on a numbe o obse ed a ibu es as well as on he socioeconomic
cha ac e is ics o he indi idual 𝑉𝑖𝑞 , and a andom pa , unobse ed by he analys ha will
be ea ed as a andom e o 𝐸𝑖𝑞.
𝑈𝑖𝑞 = 𝑉𝑖𝑞 + 𝐸𝑖𝑞
The indi idual will only choose he al e na i e wi h he highes u ili y om all he o he
al e na i es in he choice se . The al e na i e i is chosen, i and only i :
𝑉𝑖𝑞 + 𝐸𝑖𝑞 ≥ 𝑉
𝑗𝑞 + 𝐸𝑗𝑞 ↔ 𝑉𝑖𝑞 − 𝑉
𝑗𝑞 ≥ 𝐸𝑗𝑞 − 𝐸𝑖𝑞
And he analys can only ob ain he p obabili y o choosing he al e na i e i as:
𝑃𝑖𝑞 = 𝑃(𝐸𝑗𝑞 − 𝐸𝑖𝑞 ≤ 𝑉𝑖𝑞 − 𝑉
𝑗𝑞;𝑗 ≠ 𝑖)
𝑃𝑖𝑞 = 𝑃(𝐸𝑗𝑞 ≤ 𝑉𝑖𝑞 − 𝑉
𝑗𝑞 + 𝐸𝑖𝑞;𝑗 ≠ 𝑖)
When he e o is dis ibu ed iden ically and independen ly ollowing he Gumbel
dis ibu ion, he well-known mul inomial logi model is ob ained. Less es ic i e hypo heses
abou he dis ibu ion o he andom e o s yield mo e lexible choice models such as hose
belonging o he Mixed Logi amily.
3.4.2 Modelling p e e ences o eco ou ism p oduc s
The modeling s a egy s a s by analyzing models accoun ing o linea and non linea e ec s,
and e en ually es ing o hei s a is ical signi icance.
3.4.2.1 Linea e ec s model
Linea e ec s models a e based on he ac ha he impac o passing om le el 1 o le el 2
is iden ical o ha o passing om le el 2 o le el 3 o quali a i e a ibu es (see G aphic 13).
30
G aphic 13. Linea e ec s model
Fo hese models he speci ica ion o he u ili y is as ollows:
𝑈1= 𝜃𝑝𝑃1+ 𝜃𝑠𝑆1+ 𝜃𝑅𝑅1+ 𝜃𝐺𝐺1+ 𝜃𝐴𝐴1+ 𝜃𝐸𝐸1
𝑈2= 𝜃𝑝𝑃2+ 𝜃𝑠𝑆2+ 𝜃𝑅𝑅2+ 𝜃𝐺𝐺2+ 𝜃𝐴𝐴2+ 𝜃𝐸𝐸2
𝑈3= 𝜃𝐴𝑆𝐶3
Whe e P is he p ice o he al e na i e, S ep esen s he le el o hiking, R ha o i uals, G
ha o gas onomy, A ha o c a s and E ha o expe ience o communi y li e; and θs a e he
unknown pa ame e s. As he hi d al e na i e is he do no hing op ion, only one al e na i e
speci ic cons an is speci ied in his al e na i e accoun ing o he s a us quo p e e ence.
The es ima ion esul s a e p esen ed in he Table 9. This model co esponds o a linea e ec s
Mul inomial Logi Model wi h a linea -in- he-pa ame e u ili y speci ica ion. All he
pa ame e s es ima es co esponding o quali a i e a ibu es p esen a posi i e he co ec sign
and a e signi ican a a con idence le el highe han 95%. The cos pa ame e (θP) ins ead
p esen s a nega i e sign as expec ed.
31
Table 9. Es ima ion esul s. Linea e ec s model
A ibu es
Es ima e
( - es )
Hiking (S)
θS
0.664
(17.27)
Expe ience o communi y li e (E)
θE
0.196
(4.85)
Gas onomy (G)
θG
0.512
(11.75)
Cos (P)
θP
-0.0109
(-9.37)
C a s (A)
θA
0.256
(6.35)
Ri uals (R)
θR
0,329
(7.97)
ρ2
0.165
Adjus ed ρ2
0.164
l*(0)
-6051.156
l*(θ)
-5050.605
Obse a ions
5508
3.4.2.2 Non–linea e ec s model
When he non-linea e ec s speci ica ion is conside ed, he impac on u ili y o passing om
le el 1 o le el 2 is di e en han ha o passing om le el 2 o le el 3 (see G aphic 14).
In his case, he u ili y speci ica ion is as ollows:
𝑈1= 𝜃𝑃𝑃1+ 𝜃𝑆1𝑆1
1+ 𝜃𝑆2𝑆1
2+ 𝜃𝑅1𝑅1
1+ 𝜃𝑅2𝑅1
2+ 𝜃𝐺1𝐺1
1+ 𝜃𝐺2𝐺1
2+ 𝜃𝐴1𝐴1
1+ 𝜃𝐴2𝐴1
2
𝑈2= 𝜃𝑃𝑃2+ 𝜃𝑆1𝑆2
1+ 𝜃𝑆2𝑆2
2+ 𝜃𝑅1𝑅2
1+ 𝜃𝑅2𝑅2
2+ 𝜃𝐺1𝐺2
1+ 𝜃𝐺2𝐺2
2+ 𝜃𝐴1𝐴2
1+ 𝜃𝐴2𝐴2
2
𝑈3= 𝜃𝐴𝑆𝐶3
Whe e X1 is he dummy equal o 1 when he le el o he a ibu e X is 2 and 0 o he wise; and
X2 is he dummy equal o 1 when he le el o he a ibu e X is 3 and 0 o he wise.
32
G aphic 14. Non-linea e ec s model
In he Table 10 he es ima ion esul s o he nonlinea e ec s model a e p esen ed. He e you
can ind wo pa ame e s o each a ibu e, o example in he case o hiking we ha e θS1 and
θS2. The i s pa ame e θS1 measu es he impac on u ili y o passing om le el 1 o le el 2,
and θS2 ha o passing om le el 1 o le el 3. Thus, acco ding o his model, enjoying a 2
hou scenic ou e inc eases he indi idual's u ili y by 1.05 uni s; and enjoying a 4 hou scenic
ou e aises he u ili y o 1.19 uni s. The di e ence be ween hese wo pa ame e s is
in e p e ed as he impac o passing om le el 2 o le el 3. Thus, in o de o ob ain consis en
esul s, he second pa ame e mus be highe han he i s . Fo his model, all es ima es a e
consis en and signi ican a a signi icance le el highe han 95%, wi h he only excep ion o
he i s pa ame e o c a s. As in he o me case, all pa ame e s we e es ima ed wi h he
expec ed sign.
33
Table 10. Es ima ion esul s. Nonlinea e ec model
A ibu es
Es ima e
( - es )
Hiking (S)
θS1
1.05
(10.78)
θS2
1.19
(8.35)
Expe ience o communi y li e (E)
θE1
0.198
(2.43)
θE2
0.307
(2.01)
Gas onomy (G)
θG1
0.780
(11.57)
θG2
0.924
(6.17)
Cos (P)
θP
-0.00872
(-4.95)
C a s (A)
θA1
0.219
(1.70)
θA2
0.548
(4.43)
Ri uals (R)
θR1
0.337
(3.87)
θR2
0.697
(5.03)
ρ2
0.179
Adjus ed ρ2
0.177
l*(0)
-6051.156
l*(θ)
-4970.451
Obse a ions
5508
In o de o es o he s a is ical signi icance o he non-linea e ec s, we need o check
whe he in ac all he e ec s o he second model a e p esen in all he a ibu es:
This is equi alen o es i he ollowing condi ion is held:
𝜃2= 2𝜃1;
𝜃2− 2𝜃1= 0
O , in con as :
𝜃2− 2𝜃1≠ 0

34
Fo his, we unde ake a hypo hesis es wi h he ollowing null hypo hesis:
H0: 𝜃2− 2𝜃1= 0
Facing he ollowing al e na i e hypo hesis
H1: 𝜃2− 2𝜃1≠ 0
The s a is ic used in his con as is:
𝑡 = 𝜃2− 2𝜃1
√𝑉𝑎𝑟(𝜃2− 2𝜃1)=𝜃2− 2𝜃1
√𝑉𝑎𝑟(𝜃2)+ 4𝑉𝑎𝑟(𝜃1)− 4𝐶𝑜𝑣(𝜃2,𝜃1)
And he decision ule a he 95% con idence le el is:
I | | < 1.96 accep H0 i.e. he e a e linea e ec s in he a ibu e.
I | | > 1.96 ejec H0 i.e. he e a e no linea e ec s in he a ibu e
Resul s o his es a e p esen ed in Table 11
Table 11. Resul s o es o no-linea i y
Acco ding o he es esul s, nonlinea e ec s a e only pe cei ed o hiking and gas onomy
a ibu es. This means ha o expe ience in communi y li e, c a s and i uals, he e ec o
passing om le el 1 o le el 2 is no signi ican ly di e en o ha o passing om le el 2 o
le el 3. This con as wi h esul s ob ained o hiking and gas onomy whe e he e ec o
passing om le el 1 (i.e. when he ac i i y is no o e ed) o le el 2 is subs an ially highe
han ha passing o a highe le el.
A ibu es
H0: 𝜃2− 2𝜃1= 0
- es
Decision
Hiking
-9.931
Rejec
Expe ience in
communi y li e
-0.76014
Accep
Gas onomy
-5.948
Rejec
C a s
0.6829
Accep
Ri uals
0.23524
Accep
35
3.4.2.3 Mixed linea non-linea e ec s model
In ligh o esul s ob ained in he p e ious sec ion, he speci ica ion o a mixed linea non-
linea e ec s model is sugges ed. Thus, he o me model will be e-es ima ed bu now
inco po a ing he cons ain s gi en by he null hypo hesis when his is accep ed. The
es ima ion esul s o his model a e p esen ed in he able 12.
Table 12. Es ima ion esul s. Mixed linea non-linea model.
A ibu es
Es ima e
( - es )
Hiking (S)
θS1
1.12
(17.97)
θS2
1.31
(15.67)
Expe ience o communi y li e (E)
θE1
0.218
(4.90)
θE2
0.435
(4.90)
Gas onomy (G)
θG1
0.816
(14.39)
θG2
1.04
(10.35)
Cos (P)
θP
-0.00857
(-7.03)
C a s (A)
θA1
0.317
(7.27)
θA2
0.634
(7.27)
Ri uals (R)
θR1
0.406
(9.33)
θR2
0.811
(9.33)
ρ2
0.178
Adjus ed ρ2
0.177
l*(0)
-6051.156
l*(θ)
-4971.109
Obse a ions
5508
Like in he p e ious model, all pa ame e s we e es ima ed wi h he expec ed sign and all
es ima es a e consis en and signi ican a a signi icance le el highe han 95%. Gi en he
in oduc ion o pa ame e cons ain s, as we ha e poin ed ou , now he e ec is no linea o
hiking and gas onomy. Thus, In his case no o e ing hiking ac i i ies agains o e ing his
p oduc a he in e media e le el (le el 2) inc eases he indi idual's u ili y by 1.12 uni s. On
he o he hand i a highe le el wi h mo e hiking ac i i ies is o e ed, ha is he mo e om
36
le el 2 o le el 3, he u ili y is inc eased 0.19 uni s, being his inc emen subs an ially lowe .
A simila e ec is pe cei ed o gas onomy, whe e o e ing his a ibu e a he in e media e
le el inc eases he u ili y by 0.82 uni s, whe eas imp o ing his a ibu e o he highes le el
inc eases he u ili y by 0.22 uni s.
In o de o compa e he magni ude o he impac o he di e en a ibu es on he u ili y, o
he h ee models analyzed, hese e ec s a e depic ed in G aphics 15, 16 and 17.
G aphic 15. A ibu es impac . Linea e ec s model
G aphic 16. A ibu es impac . Non linea e ec s model
G aphic 17. A ibu es impac . Mixed linea -non linea e ec s model
A common cha ac e is ic o hese h ee models is ha he a ibu es which p oduce he
highes impac on he u ili y a e hose o which he nonlinea e ec s a e p o ed, ha is o say
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1
2
3
U ili y
Le els
Linea e ec s model
CRAFTS
EXPERIENCE
CASTRONOMY
RITUALS
HIKING
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1
2
3
U ili y
Le els
Non linea e ec s model
CRAFTS
EXPERIENCE
CASTRONOMY
RITUALS
HIKING
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1
2
3
U il iy
Le els
Mixed linea -non linea e ec s model
CRAFTS
EXPERIENCE
CASTRONOMY
RITUALS
HIKING
37
hiking and gas onomy. In pa icula , in he case o in e media e le el (le el 2) he impac on
he u ili y o hese wo a ibu es is mo e han wice he impac p oduced by o he a ibu es
when nonlinea e ec s a e conside ed. In his ega d, i is also impo an o poin ou ha he
expe ience o communi y li e is he a ibu e p oducing he lowes impac o isi o s o he
a ea unde analysis.
In o de o use model esul s o he e alua ion o di e en eco ou ism policies, hese impac s
mus be e alua ed in mone a y e ms. Fo his, in he nex sec ion he willingness o pay o
di e en eco ou ism p oduc s a e ob ained.
4. WILLINGNESS TO PAY FOR ECOTOURISM PRODUCTS
Disc e e choice models can be used o calcula e he amoun ha a esponden would be
willing o pay o a pa icula good o se ice. The willingness o pay (WTP) measu es a e
exp ess in mone a y e ms, he changes in he u ili y p oduced by changes in he a ibu es.
These measu es can be ob ained once he u ili y unc ion o he di e en al e na i es is
es ima ed.
The WTP o con inuous a iables is calcula ed as he a io o he ma ginal u ili y o he
a ibu e and he ma ginal u ili y o p ice as:
𝑊𝑇𝑃 = 𝜕𝑈 𝜕𝜃
⁄
𝜕𝑈 𝜕𝑃
⁄
When he esul ing alue is a nega i e numbe (as in all he a ibu es in ou case), he
in e p e a ion o he willingness o pay should be in absolu e e ms since he indi idual is
willing o pay a posi i e amoun o money o ob ain imp o emen s in he a ibu e. In he
linea e ec s model, all a iables a e ea ed as con inuous, hus, o example, in he case o
he WTP o hiking we ob ain:
𝑊𝑇𝑃 = 𝜕𝑈 𝜕𝜃
⁄
𝜕𝑈 𝜕𝑃
⁄= − 𝜃𝑆
𝜃𝑃
𝑊𝑇𝑃 = − 0.664
(−0.0109)
𝑊𝑇𝑃 = 60.91743119
I is impo an o no e ha in his model he indi idual's willingness o pay o mo ing om
le el 1 o le el 2 is he same as he willingness o pay o mo ing om le el 2 o le el 3 in
mone a y e ms. The alues ob ained o all he a ibu es a e seen in he Table 13.
44
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