This paper surveyed tourist users primarily on Olu Deniz beach, Turkey. The majority (70%) were British who used the beach for both recreation activity and to enjoy open space and scenery. Major dislikes were found to be litter (41%), water quality (31%), and dogs' faeces (24%). A positive willingness to pay (WTP) was expressed by 87% of British respondents. British tourists expressing a WTP were prepared to pay £1.03 per adult per visit, giving a mean of £0.90 for the whole sample. Diminishing marginal utility is apparent in the WTP valuation with increased use of the beach. WTP valuation also varies significantly with beach rating. Variables found not to be significant in predicting WTP were: age, gender, income levels, social class, and the contribution the beach experience made to the enjoyment of the total holiday. The WTP valuations given by respondentstended to be round numbers, which may not be full market valuations but do represent revenue raising opportunities for coastal zone managers. The vehicle of payment selected by 72% of respondents was “adults paying per visit.” Nearly all (99%) the respondents thought that children should not pay any contribution. The consumer surplus for enjoying the beach was £1.11 per adult per visit. Understanding tourists' values and acting in accordance with them may be paramount for the successful introduction of tourist ecotaxes. The reported reduction in visitors to the Balearic Islands (10%) following the imposition of a tourist ecotax of circa € 1 per person per day is similar to the proportion of respondents who were not willing to pay to maintain or improve the beach. This reduction in demand may reflect a refusal to pay tourism ecotaxes on principle or a simple market reaction to an increased price or charge.
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