The impact of tourist cognition on willing to pay for rare species conservation: Base on the questionnaire survey in protected areas of the Qinling region in China

Wildlife is invaluable for natural development and biodiversity conservation. We investigated tourist cognition of rare species, as well as their economic value, in protected areas of the Qinling region, China. We focused on the tourist cognition and willingness to pay for the conservation of Giant Pandas, Golden Monkeys, Crested Ibises, and Takins. We also explored the influence of the tourist cognition of ecology and its perceived value on the willingness to pay for the conservation of different species. Results indicated that the tourists are more willing to pay for Giant Pandas and Golden Monkeys. The tourist cognition of species affects mainly the willingness to pay, while the tourist cognition of wildlife importance mainly affects the payment. The tourists’ perceived emotional and cost values have significant positive effects on the willingness to pay for the conservation of Giant Pandas/Golden Monkeys and Crested Ibises/Takins, respectively. Education and income levels have significant positive impacts on the willingness to pay and payment, respectively; therefore, it is necessary to publicise rare species, such as Crested Ibis and Takin, through natural education and experience to improve the tourist cognition of species and ecological environment. In addition, innovative forms of product supply combined with the tourists’ needs should be explored to improve their perceived emotional value and willingness to pay for wildlife conservation.