WILLINGNESS-TO-PAY ANALYSIS OF THE SITUTIRTAMARTA NATURAL TOURISM ATTRACTION, KUTASARI DISTRICT, PURBALINGGA REGENCY

Abstract

This study aims to analyze visitors’ Willingness to Pay (WTP) at the Situtirtamarta Natural Tourism Attraction, Kutasari District, Purbalingga Regency. The study employed a quantitative approach using a survey method. The research sample consisted of 100 respondents selected through an accidental sampling technique. Data were collected through the distribution of questionnaires to visitors of the tourism attraction. Data analysis was conducted using the Contingent Valuation Method (CVM) to estimate visitors’ willingness to pay for improvements in facility quality and tourism destination management. The results showed that the average visitors’ WTP value was IDR 4,020 per visit. Most respondents were willing to provide an additional contribution with a WTP value of IDR 5,000. These findings indicate that visitors are willing to make financial contributions to support the management and improvement of tourism facilities. The estimated WTP value can serve as useful information for destination managers in formulating management policies and planning facility improvements that align with visitors’ needs and preferences. This study contributes to the development of tourism economic valuation research, particularly regarding the application of the Contingent Valuation Method (CVM) in measuring visitors’ willingness to pay at natural tourism destinations.