Determinants of Ecotourism Demand and Economic Valuation of a Protected Area: An Evidence from Kaziranga National Park

Abstract

Ecotourism has emerged as an important instrument for biodiversity conservation and sustainable regional development. Understanding the determinants of ecotourism demand and the economic value of protected areas is therefore essential for designing effective conservation and tourism policies. This study examines the determinants of ecotourism demand and estimates the economic value of Kaziranga National Park (KNP), a UNESCO World Heritage Site in Assam, India, using primary data collected from 400 tourists during the 2024–2025 tourism season. An integrated analytical framework combining the Zonal Travel Cost Method (ZTCM), Contingent Valuation Method (CVM), Ordinary Least Squares (OLS) regression, destinationbased multiple regression and behavioural assessment through the Ecotourism Demand Index (EDI) is employed. The Travel Cost Method estimates the recreational use value, while the Contingent Valuation Method estimates the park's non-use value. The empirical results reveal that travel cost is the most significant economic determinant of ecotourism demand, exerting a statistically significant negative effect on visitation whereas monthly income has a positive influence. Among destination attributes, destination attractiveness, service quality and safety, psychological motivation and destination image significantly enhance visitor demand. Behavioural analysis further indicates that recommendation intention and revisit intention are the strongest predictors of future visitation. The estimated annual recreational use value of KNP is approximately Rs. 1,569 crore while the estimated annual non-use value ranges from Rs. 11.34 crore to Rs. 23.21 crore, highlighting the substantial economic importance of conserving the park. The study contributes to the literature by integrating revealed preference, stated preference and behavioural approaches within a unified empirical framework for analysing ecotourism demand. The findings provide important policy implications for biodiversity conservation, sustainable tourism planning, visitor management and conservation financing in protected areas.