The Dalai Lake Protected Area, located in the northeast of Inner Mongolia, was once rich in wildlife resources and was important to the protection of the northern ecological environment. In recent years, development of the resources of the Dalai Lake Protected Area (DLPA) has destroyed the ecotourism potential of the DLPA, and conflict between protection and development persists. To resolve the conflict between protection and development, our first objective was to evaluate DLPA ecotourism resource non鄄use in monetary terms and to compare possible development and protection uses. The Contingent Valuation Method (CVM) , which has been commonly applied in environmental analyses, was used. The CVM elicits people爷 s preferences, expressed in monetary terms, through survey questions; the elicited willingness to pay (WTP) values were contingent on a hypothetical market. CVM has been criticized by many studies because its market is hypothetical. Thus, the second objective of the study was to explore the difference between the WTP in hypothetical and real settings by increasing the real setting in our survey design. In the hypothetical setting, respondents revealed only whether they would accept certain monetary bids, while in the
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