ANALISIS KESEDIAAN MEMBAYAR PENGUNJUNG WILLINGNESS TO PAY (WTP) OBJEK WISATA PANTAI PASIR PUTIH DESA LUMBAN BULBUL KECAMATAN BALIGE KABUPATEN TOBA

Abstract

This research was conducted at PasirPutih Beach with the aim of (a) knowing the characteristics of visitors to PasirPutih Beach (b) calculating the value of visitors' willingness to pay (WTP) to support ecotourism, and (c) knowing the factors that significantly affect WTP. To obtain the WTP value, an analysis was conducted using the Contingent Valuation Method approach. To determine the effect of independent variables on the dependent variable, multiple linear regression analysis with modelling was conducted. Based on the results of the analysis, it was found that the characteristics of visitors based on gender were dominated by men 51.55%, education as much as 36.4%, based on occupations dominated by students 36.4% and income below two million by 39.4%. The application of environmental education tour packages at natural attractions can be implemented based on the value of willingness to pay. WTP below the average of Rp. 30,000 / visit and the average WTP value of Rp. 40,000 / visit. Respondents' income variables affect Willingness to Pay (WTP) on the implementation of environmental education tour packages at PasirPutih Bulbul Beach Balige.