Publication Date

Fall 10-1-2021

Submission Type

Conference Proceeding


Interpretive services provided at protected areas can add value to visitors’ experiences. They can also serve as conservation management tool in mitigating negative behaviours and inspiring pro-environmental action through educational and entertaining content and delivery. With shrinking investment in conservation from public coffers, protected area managers are increasingly forced to charge for specific services such as interpretation. While some research has examined visitor’s willingness to pay park fees, far fewer have examined WTP for interpretation. A sample of 730 visitors to four Alberta, Canada World Heritage sites was used to investigate visitors’ willingness to pay for park interpretation services. In-person delivery and specialized content garnered higher levels of WTP for park interpretation services. Wealthier visitors were more willing to pay fees, as were those who had already invested time (i.e., involvement) to learn about cultural and natural heritage (i.e., WH experts). Unexpectedly, education, travel with kids, and travel motives related to learning about cultural and natural heritage, were not significantly related to WTP for park interpretation services.