Natural area visitors' willingness to pay for amphibian conservation in a global biodiversity hotspot

Transfer of harmful pathogens from imported pet animals to natural populations of wildlife is a new challenge in protected area management. Understanding visitors' preferences for, and value they place on, protecting biodiversity from such disturbances is important in developing effective management interventions. By con-ducting a visitor survey at two natural areas in the Southern Appalachian region of the United States, a global hotspot of amphibian biodiversity, this study examined natural area visitors' willingness to pay (WTP) to conserve wild amphibian populations under two different assumptions for the distribution of WTP - normal and log-transformed. Results from the retained model assuming a normal distribution for WTP showed that visitors were willing to pay US$10.55 (95% CI US$9.61-US$11.50) per visit in donation to ensure the persistence of healthy amphibian populations. Determinants of individual WTP under both model specifications included the perceived threat to amphibians from pathogen transmission in natural areas they visit, their self-assessed fa-miliarity with general knowledge about amphibians, the level of importance they placed on the benefits to humans from amphibian biodiversity, and annual household income. These findings are useful in understanding the economic value of amphibian diversity to natural area visitors, and in assessing the viability of a visitor-supported mechanism to fund projects mitigating anthropogenic threats to amphibian biodiversity.