Sarein spas as one of the ecotourism and geotourism attractions in Ardabil Province are among important tourism areas in Iran. An analysis of the recreational value of this attraction can be useful in the prediction of the needs, overcoming the deficiencies, and the development of tourism in the region. The present study aims to estimate the recreational value of Sarein spas using the Contingent Valuation Technique. In order to examine the factors affecting the willingness to pay, the logit model was estimated by the use of the maximum likelihood method. The needed data were collected through questionnaires and face-to-face interviews with 230 tourists visiting the area under study. The results of the study indicated that 93.03% of the visitors were willing to pay in order to use this tourist site. In addition, it was noted that variables such as visitors’ income, level of education, and their age have a positive and significant effect on the visitors’ willingness to pay. The average willingness to pay was 29430 Rials and the annual recreational value of the spas was estimated as 88290 millions Rials. Given the estimated value of the willingness to pay, the difference between the current entrance fee and the average willingness to pay was 16430 Rials. As a result, there is a possibility of increasing the entrance fee for the recreational place.

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