PRESERVATION OR USE - A CONTINGENT VALUATION STUDY OF WILDERNESS DESIGNATION IN UTAH

Evidence of strong opposition to wilderness proposals in Utah suggeste d that the non-market value of retaining those areas in multiple use m anagement might be significant. A contingent value analysis of both su pporters and opponents of the two major proposals for wilderness desig nation in Utah indicated that there existed significant non-market wil lingness to pay on the part of opponents, and that standard contingent valuation practice which does not explicitly consider these values co uld lead to a mis-estimation of aggregate willingness to pay.