Environmental Assessment of the Olhos D’Água Park: the Method of Willingness to Pay

ABSTRACT The aim of the study was to apply the method of Willingness to Pay (WTP) to users of the Olhos D`água park in order to contribute to the valuation of its environmental attributes aiming at preservation and improvement of the Conservation Unit. The Olhos D’Água park is located in a prime area of Brasília administratively created by the Federal District. This study was based on economic and psychographic segmentation variables and on the ecological knowledge of users. To this end, 100 questionnaires were applied with questions divided into two parts: 1) indication of willingness to pay by users of the park, and; 2) segmentation, according to specific criteria and characterization of users. The results indicated not only that people with altruistic profile and more concerned with the environment showed a greater willingness to pay for conservation of the Olhos D´água park, but also that this segment of users could contribute to the definition of green user profile and, thus, serve as a basis for the elaboration of an environmental marketing program geared to increase the financial resources for preservation and improvement of the park.摘要 本研究旨在将支付意愿（Willingness to Pay, WTP）方法应用于水之眼公园（Olhos D`água Park）的游客群体，以期对该公园的环境属性开展价值评估，助力其所属保护单元（Conservation Unit）的保护与优化工作。水之眼公园坐落于巴西利亚核心区域，由巴西联邦特区行政设立。本研究基于经济与心理细分变量及游客的生态认知展开。为此，研究共发放100份调查问卷，问卷内容分为两部分：1）公园游客的支付意愿调研；2）基于特定标准的用户细分与特征刻画。研究结果表明，不仅具备利他特质且更关注环境的人群，对水之眼公园的保护表现出更高的支付意愿，同时该类游客群体可助力构建绿色用户画像，进而为制定环境营销方案提供依据，以筹措更多资金用于公园的保护与提质升级。