Conservation of biodiversity, including birds, continues to challenge natural area managers. Stated preference methods (e.g. choice experiments - CE) are increasingly used to provide data for natural ecosystem valuations. Here we use a CE to calculate birders' willingness to pay for different levels of bio-ecological attributes (threatened species, endemic species and diversity) of birding sites, with hypothetical entry fees. The CE was delivered at popular birding and avitourism sites in Australia and the United Kingdom. Latent class modelling results revealed heterogeneous preferences among birders, with correspondingly variable willingness to pay. Four clear groups were apparent from the sample; 'quantity driven birders', 'special bird seekers', 'confused respondents' and 'price is no object birders'. Quantity driven birders are attracted to sites that deliver high levels of diversity and endemic species. Special bird seekers value threatened species and high levels of endemics most. Confused respondents' preferences were difficult to determine, but were most sensitive to the hypothetical entry fees, unlike the price is no object birders who were not at all sensitive to cost. Our findings demonstrate that birders are amenable to paying for their preferred birding experience. These payments could provide an alternative source of funding in some avitourism sites, on both public and private land. These alternative revenue streams should be explored and given full consideration in increasingly competitive conservation financing environments. This article is protected by copyright. All rights reserved.
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