47 c Assessment of Willingness to Pay for Sustainable Ecotourism Development in the Salt Range Wetlands, Punjab Pakistan

Wetlands are the source of vital ecosystems which provide human societies with essential and extremely valuable life-supporting functions. The rapid population growth and resultant exploitation of lands, water bodies, and forests have badly influenced wetland resources. Wetlands are non-market goods as they do not have market value. So, it is important to evaluate these resources economically to identify their significance. Therefore, this study aims to identify the visitors’ willingness to pay for the economic valuation of Salt Range wetlands comprised of Kalar Kahar, Uchali, Jhalar, Khabeki, and Namal Lakes. A qualitative method was used to gather relevant information from the respondents by using a questionnaire. By applying the willingness to pay (WTP) technique it was found that about 85.34% of tourists were agreed to visit these lakes because of their naturalness. Similarly, the mean WTP in Kalar Kahar lake was PKR. 1808, in Uchali lakes was PKR.1820 while in Namal lake it was PKR. 1848. It is concluded that all the lakes are equally important and economically valuable for the tourists as there was a frictional difference in mean WTP. It is suggested that these lakes should be conserved for future generations to sustain the long-term economic benefits for the concerned stakeholders through the initiation of ecotourism.