The general objective of this study is to estimate the economic benefits of black-faced Spoonbill conservation in Macao based on public preferences. The specific objectives are as follows to investigate the public's awareness, attitudes and behaviors regarding black-faced Spoonbill conservation in Macao; to estimate the public's willingness to pay (WTP) for the conservation of black-faced Spoonbills in Macao; to identify the factors that affect the WTP; to determine the cost and benefits of a conservation program for black-faced Spoonbills in Macao, to recommend potential funding mechanisms; to run an experiment on hypothetical and real WTP in Macao to validate the large scale CVM study.