The popularity of nature-based tourism revolves around tourist experiences. Tourism, as an experiential good has the potential to impact on tourists’ awareness, appreciation, and actions concerning the environment and wildlife. User preferences and valuations of nature and wildlife may change because of the experience. Exploring user valuations of environmental goods before and after the experience is, however, an area that has been given little attention in the literature. We use discrete choice experiments (DCEs) to evaluate tourists’ preferences and valuations for nature, wildlife and related services before and after experiencing a nature tour. The results demonstrate how the unfamiliarity of the good consumed (in this case fauna and flora in a hitherto unseen natural environment) affect the non-use valuations of consumers. We find that tourists’ valuations for nature and wildlife significantly improve after experiencing the nature tour.

基于自然的旅游业的流行围绕着游客的体验。旅游业作为一种体验性商品，有可能影响游客对环境和野生动植物的认识，欣赏和行动。用户的偏好以及对自然和野生动植物的评价可能会因体验而改变。但是，在体验之前和之后探索用户对环境商品的评估是一个在文献中很少关注的领域。在进行自然之旅之前和之后，我们使用离散选择实验（DCE）评估游客对自然，野生动植物及相关服务的偏好和评估。结果表明，所消费商品的不熟悉（在这种情况下，是迄今看不见的自然环境中的动植物）如何影响消费者的非使用价值。