Persuasive Communication and Visitors Willingness to Pay Park User Fees

His study showed that persuasive messages were able to affect on the visitors' willingness to pay (WTP) park user fees (PUF). The primary aim of this study is to measure visitors' willingness to pay (WTP) such fees in Fruška Gora National Park, where no such measurement has previously been undertaken. By setting the main hypothesis that tourists need adequate motivation to pay PUF, the paper sought to answer on two very important questions with the setup of several lower-level hypotheses: are the visitors themselves actually willing to pay PUF? and what are the factors that influence visitors' willingness to pay (WTP)? Using persuasive messages was observed willingness to pay the PUF among 100% of participants. The method survey was conducted on three Park picnic areas, on a random sample of 253 participants. The data were processed with the SPSS program (version 17.0). To determine the frequency of specific deviations chi-square test is used.