Some public lands in the USA offer opportunities for all-terrain vehicle (ATV) riding, but few charge trail use fees. In a case study in the US state of Wisconsin, the contingent valuation method was used to examine riders' willingness to pay (WTP) to ride on public lands. Information on riders' habits, preferences and responses to a dichotomous choice WTP question were collected via a mail survey. ATV club membership, year-round riding habits and preferences for riding on maintained trails and public land influenced WTP positively. Fee amount, advanced skill level, use of the ATV as a hunting support vehicle and living close to an existing trail had a negative impact on WTP.
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