It is the responsibility of the managers of a protected area (PA) to ensure the quality of the available natural experiences and to work towards instilling ‘‘transformative values’’, which, through a learning experience with nature, yields greater environmental awareness, appreciation and respect for nature (Norton, 1987). Furthermore, people who enjoy a high-quality experience in nature will be more willing to pay fees, which can be used to maintain the PA (Ross & Wall, 1999a). Also, it is more likely that tourists enjoying high-quality experience will offer donations to environmental protection plans and participate in resource conservation