Resumo

VALDIVIA ALCALA, Ramón; CUEVAS ALVARADO, Cristóbal M.; SANDOVAL VILLA, Manuel  e  ROMO LOZANO, José Luis. Econometric estimation of the willingness to pay by the consumers for the tourist services. Terra Latinoam [online]. 2009, vol.27, n.3, pp.227-235. ISSN 2395-8030.

In this paper consumer willingness to pay (WTP) for the environmental services was estimated through the contingent valuation method (CVM). The procedure shows how to figure out the parametric measures of the WTP, the median and the mean, which are derived from the linear and logarithm random utility models via the logistic analysis regression. The results showed that WTP for the recreational services in the studied area is very low. It is possible that WTP was biased due to the errors in the design of the statement of the hypothetical market of environmental services and the application of the survey. The research concluded that studies that seek to estimate WTP through the CVM should use the maximum likelihood method because the ordinary least square method is inappropriate for models where the response is a discrete binary variable, which would result in biased estimations regardless of the biases originating from the design of the survey and its application.

Palavras-chave : contingent valuation; logistic regression; environmental services; random utility; parametric measures.

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