Faculty of Business, Economics & Social Development, Universiti Malaysia Terengganu, Malaysia.
Institute of Oceanography, Universiti Malaysia Terengganu, Malaysia.
only be found in Borneo and Sumatra Island. The orangutans are divided into two subspecies; Borneo orangutan and Sumatra orangutan. They are critically endangered species due to uncontrolled, rapid development activities. In Malaysia, there is an estimation of 12,300 Borneo orangutans undergoing rehabilitation in Ulu Segama Forest Reserve, Sabah, and Lanjak-Entimau Wildlife Sanctuary, Sarawak. These parks are opened to the public and have attractions like exotic plants and wildlife, and interesting activities like elephant riding. The introduction of entrance fees to these places may overcome the inadequacy public fund for the conservation and preservation efforts. This study determines the economic value of Borneo orangutans by obtaining an estimated value of willingness to pay (WTP) from visitors and identifies the factors affecting the ability to pay for the conservation of Borneo orangutans in Kemaman Mini Zoo at Terengganu. The method used is Contingent Valuation Method (CVM) by asking visitors’ WTP using questionnaire. Results show that visitors’ WTP is heavily influenced by bid price, income, and age. Visitors put higher value on orangutan and the mini zoo compared to the current entrance fee. This value can be used by zoo operators to make decisions related to the threats of the extinction of endangered species.