The Effects of Visual Information on Willingness to Pay for a Recreational Site Improvement in Chile.

• Arcadio A. Cerda ^[1] ; Leidy Y. Garcia ^[2] ; Roberto A. Pastén ^[1] ; Iván A. Damino ^[1] ; Mónica T. Diaz ^[1]
  1. [1] Universidad de Talca

     Universidad de Talca

     Provincia de Talca, Chile

     
  2. [2] Universidad Católica del Maule

     Universidad Católica del Maule

     Provincia de Talca, Chile

     
• Localización: Innovar: revista de ciencias administrativas y sociales, ISSN 0121-5051, Vol. 24, Nº 53 (julio-septiembre), 2014, págs. 141-148
• Idioma: inglés
• DOI: 10.15446/innovar.v24n53.43921
• Títulos paralelos:
  • Los efectos de la información visual sobre la disposición a pagar por la mejora de un lugar recreativo en Chile
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Este artículo examina el efecto de la información visual sobre la disposición de las personas a pagar por mejoras en la infraestructura y calidad del agua en un lugar de recreación urbana. Aplicamos la metodología de valoración contingente sobre dos grupos de personas en la ciudad de Talca, Chile. El grupo de control recibió información por escrito sobre una mejora de un sitio recreativo mientras que el grupo tratado recibió información visual y escrita sobre la mejora. Encontramos que las personas a las que se les muestran ilustraciones visuales están dispuestas a dar más dinero para apoyar el proyecto que las personas a las que no se les muestra esta información adicional. También encontramos que, dependiendo de las características de los encuestados, el intervalo de confianza de la disposición a pagar es menor para las personas que reciben las ilustraciones visuales que para las que no. Adicionalmente, los usuarios en el grupo tratado tienen una mayor probabilidad de pagar por una mejora y una menor respuesta de protesta.

  • English

    This article examines the effect of visual information on people's willingness to pay (WTP) for improvements to the infrastructure and water quality of an urban recreation site. We applied the contingent valuation methodology to two groups of people in the City of Talca, Chile. The control group received written information about improvements to be made to a recreational site, whereas the treated group received written and visual information. We found that people who were shown visual illustrations were willing to give more money to support the project than people who were not shown this additional information. We also found that, depending on respondent characteristics, the confidence interval of WTP was lower for people who were provided with visual illustrations than for those who were not. Additionally, users in the treated group were more likely to pay for improvements to be made and lower protest responses.

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