Abstract
The research presented in this chapter determines the value that tourists on safari in protected areas in South Africa attach to elephant sightings and the relative importance of the elephant sighting compared with the other species in the Big Five. The study also determines whether tourists take the increased poaching of elephants - also in South Africa - into account when revealing their choice. Using information from five surveys conducted at different parks in South Africa from 2011 to 2013 and again in 2019, the elephant was found to be the fourth preferred species in the Big Five. The exception is Addo Elephant National Park, where the elephants are the second most preferred species. To determine the value that tourists attached to a sighting, contingent valuation was used. Although approximately a quarter to a third of respondents indicated positive amounts for a sighting across the years, the mean willingness to pay (WTP) reflects the scarcity of the species. The elephant is relatively abundant in all the parks and, in many instances, much easier to spot than the leopard or lion. It is therefore not surprising that the mean valuation of a sighting is much lower than that of the leopard and lion throughout all the years. Although tougher economic conditions in the country also influence WTP, it was found that tourists to South Africa's National Parks do not yet take the increased poaching of elephants into account when revealing their choice, nor in their valuation.
