Are Tourists Willing to Pay for a Marine Litter-Free Coastal Attraction to Achieve Tourism Sustainability? Case Study of Libong Island, Thailand

Abstract

Coastal areas around the world are under increasing environmental pressures from marine litter. In particular, tourism in coastal tourist areas suffers with waste littering on the coast, as well as in the water. Therefore, substantial costs are required for the handling of marine litter in order to achieve sustainable development in the tourism sector. The introduction of an entrance fee as an economic tool is a feasible way to provide alternative financing, in addition to limited government funding. The objective of this study was to estimate tourists’ willingness to pay (WTP) for visiting a marine litter-free coastal attraction, and examine the factors affecting the WTP. A questionnaire was employed using a single-bound dichotomous choice method on Libong Island, Thailand, between September and December 2020. A logistic model was used to estimate the WTP of the 1655 respondents. The mean WTP obtained is THB 92.24 per person per visit (approximately USD 3). The expected benefit of charging an entrance fee is THB 27.52 million (USD 0.88 million) for 2019. The factors influencing WTP are bid amount, age, education, monthly income, marine litter perception, and environmentally responsible behaviors. Associated initiatives were recommended to achieve coastal destination sustainability, including regular clean-up operations at beaches, seagrass beds, and surrounding waters; the placement and maintenance of litter facilities; and the promotion of marine litter awareness and environmentally responsible behaviors.