“…Stated preference techniques, such as the contingent valuation method, involve the surveying of a representative sample of whale watchers and the creation of a hypothetical market for their consideration and subsequent elicitation of WTP ( Mitchell & Carson, 2013 ). Considered to be consistent with economic welfare theory ( Boyle, 2003 ), the method has been applied in a wide variety of contexts to elicit WTP in relation to obtaining an ES, increased provisioning or quality improvements of an ES, and to prevent diminished provisioning and quality decline of ES ( Brander & Koetse, 2011 ; Damigos, Tentes, Balzarini, Furlanis, & Vianello, 2017 ; Loomis & Keske, 2009 ). In the context of this study, the approach seeks to elicit preferences and estimate the maximum WTP of survey participants for the good of commercial whale watching.…”