Ballco, PetjonSancho Knapik, DomingoMagistris, Tiziana de2025-07-012025-07-012025-06-19Ballco, P., Sancho-Knapik, D., & de Magistris, T. (2025). Assessing Consumer Preferences for Forest Bathing: A New Challenge to Promote Forest Recreation Services in a Rural Region in Spain (SSRN Scholarly Paper No. 5311727). Social Science Research Network. https://papers.ssrn.com/abstract=5311727https://hdl.handle.net/10532/7663This study evaluates consumer preferences for forest bathing and seeks to promote alternative forest-based recreation services in rural areas (Orihuela del Tremedal, Pinares de Rodeno), both located in rural Spain. Respondents were presented with a range of hypothetical forest bathing scenarios that varied by price, the presence or absence of a guide, and the option to participate individually or in a group of 5-10 people. An opt-out alternative was also included to capture preferences for none of the presented options. Using a random parameter logit model, specified in willingness to pay (WTP) space, the results indicate a significant higher WTP for forest bathing in Orihuela del Tremedal over Pinares de Rodeno. Participants also expressed a greater WTP towards guided sessions and engaging in the activity alone rather than in groups. These findings provide an accurate economic valuation of forest bathing as an ecosystem service, offering valuable insights for policymakers and local authorities. The results can support informed decision-making regarding the sustainable management and promotion of natural resources in rural areas, while simultaneously enhancing local economic development.enAttribution-NonCommercial-NoDerivs 3.0 Spaintexto2025-07-0110.2139/ssrn.5311727Comportamiento del consumidorDesarrollo ruralUso multiple del bosqueVida de ecosistemas terrestresSalud y bienestar