we were able to calculate
the estimates of value to quality changes of different ecosystem attributes in Phang Nga
Bay. In a choice experiment, individuals were given a hypothetical setting and asked to
choose their preferred alternative among several alternatives in a choice set, and they were
usually asked to perform a sequence of such choices. Each alternative is described by a
number of attributes or characteristics. A monetary value is included as one of the
attributes, along with other attributes of importance, when describing the profile of the
alternative presented. Thus, when individuals make their choices, they implicitly make
trade-offs between the levels of the attributes in the different alternatives presented in a
choice set.