a b s t r a c tThe success of biological conservation initiatives is not solely reliant on the collection of ecological information, but equally on public adherence to protection programs. Awareness and perception of target species condition the intensity and orientation of public involvement in conservation initiatives. Their evaluation is critical in the case of elusive animals, for which incertitude surrounding public attitude is maximized. This study featured the first assessment of public awareness and perceptual factors of a megabat (Pteropodidae). We investigated inhabitants' feelings, knowledge, and frequency of sightings related to the solitary Ryukyu flying fox (Pteropus dasymallus) on Ishigaki island, Japan. The willingness to protect this species and mitigate its impact on agriculture was evaluated through contingent valuation. This fruit bat was not credited with aesthetic or scientific values, yet atypically did not trigger negativistic attitude. While respondents were reasonably aware of its existence, they were largely ignorant of its ecological importance. An overall lack of interest for this species was revealed by a low willingness-to-pay for its protection. The rejection of lethal control as means to protect orchards was, however, unequivocal. The success of P. dasymallus preservation may depend on the prior implementation of education programs focusing on aesthetic, ecological and utilitarian values.

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