The effect of experience on choosing where to go: an application to a choice experiment on forest recreation

The main objective of this paper is to investigate the impact of experience on the choice of visits to forests in a stated discrete choice experiment. Recent literature has indicated that experiences with the environmental services valuated may increase the respondents' certainty in their choice of hypothetical alternatives. We apply two indicators of experiences: the number of visits and the number of different forests visited during the last year. Applying the generalized multinomial logit model, we find that an increase in the number of visits to forests makes respondents' choices more predictable. However, the number of different forests visited reduces the predictability of choices. Furthermore, we investigate the relationship between respondents' experience of forest recreation and the self-reported choice certainty, controlling for respondents' social-demographics and other design characteristics. Finally, we show that self-reported choice certainty is positive correlated with the scale factor, as expected.