The Role of Landscape and Management in the Perspective of Tourists : A Value Analysis Using the Contingent Valuation Method
Keywords:
Landscape Architecture Management, Recreational Area, Revenue-Generating Activities, Contingent Valuation Method (CVM), Willingness to Pay (WTP)Abstract
This research aims to investigate and analyze the role of landscape architectural design and management in recreational areas, particularly how these factors influence tourists’ experiences and their willingness to pay (WTP) for improvements and management of the landscape architecture within such areas. The study employs the Contingent Valuation Method (CVM) as a framework for value assessment, in order to identify and analyze business opportunities related to the development of landscape architecture and structures within the project, ultimately informing appropriate operational strategies. The primary data used in the analysis are derived from a feasibility study report and field surveys collected from 250 tourists associated with a future tourism project.
The findings reveal that tourists have an average WTP of 89.40 Thai Baht per visit if improvements such as enhanced lighting, rest areas, and additional photo spots are implemented, particularly in activities such as the stargazing deck and small animal garden, which received the highest interest. This study also proposes strategic spatial planning approaches that align with tourist behavior and support the project’s economic sustainability. It highlights that landscape architecture is not merely about visual enhancement but serves as a key mechanism to stimulate spending and ensure continuous revenue generation
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