Knowledge, Attitude, and Willingness to Pay for Malayan Tapir Conservation Among Wildlife Center Visitors in Selangor, Malaysia

The Malayan Tapir is classified as endangered globally, with threats in Malaysia including forest loss and fragmentation, human-tapir conflicts, and roadkill incidents. The objectives of this study were to determine the knowledge and attitudes of visitors to ex-situ conservation facilities toward the Malayan Tapir and its conservation in Malaysia, to identify the factors influencing visitors’ willingness to pay (WTP) for tapir conservation, and to estimate the WTP among the visitors for the cons