Abstract
The diverse values of nature have recently been classified internationally into three types: instrumental, intrinsic, and relational values. However, empirical evidence on how these values relate to visitation behavior in national parks remains sparse. Therefore, this study aims to examine how these three types of values are reflected in visitation behavior to national parks in Japan. Using data from a nationwide online survey of the general public, we applied a multiple discrete-continuous extreme value（MDCEV） model combined with a latent segmentation approach. The results show that self-oriented and altruistic-oriented relational values, along with gender and age, significantly shape latent class, thereby representing heterogeneity in visitation behavior. In contrast, regarding intrinsic values, no direct influence on visitation behavior was revealed. From the perspective of instrumental values, the findings indicate that World Heritage designation generates substantial economic benefits for visitors, providing economic justification for maintaining such designation. Overall, this study highlights the importance of incorporating diverse values of nature into
national park management. Particularly, fostering experiences that enhance relational values might play a crucial role in reconciling recreational use and conservation, as well as in sustaining World Heritage designation.
