RT Journal Article SR Electronic T1 A Zonal RUM Model to Value Recreation Sites with Aggregate Visitation Data JF Land Economics JO Land Econ FD University of Wisconsin Press SP 121923-0135R DO 10.3368/le.100.4.121923-0135R A1 Melstrom, Richard T. A1 Reeling, Carson YR 2024 UL http://le.uwpress.org/content/early/2024/04/15/le.100.4.121923-0135R.abstract AB This paper develops a zonal random utility maximization (RUM) model of recreation demand from visitor counts and census data. In contrast, traditional RUM models of recreation demand use individual trip data collected through surveys. After demonstrating proof-of-concept with a Monte Carlo analysis, we apply the zonal RUM model to data on hunting and fishing trips. Our results confirm that the zonal model produces preference parameters and willingness-to-pay estimates close to those from the traditional model. The zonal RUM model provides a practical substitute to the traditional model in applications that lack access to individual data.