“…While there is some prior research on the water flow of the site ( McCartney et al, 2010 ; Nurhusein, 2020 ), no study has investigated the recreational value of the waterfall based on individual visitors' behavior or sought to estimate welfare measures through a reliable methodical approach, modeling, and estimation process ( Haab and McConnell, 2002 ; Hanley et al, 2009 ; Tesfaye et al, 2016 ). Furthermore, to the best of our knowledge, this is the first study in Ethiopia to integrate standard ITCM with augmented ITCM in the valuation of a recreation site ( Alberini and Longo, 2006 ; Filippini et al, 2018 ).…”