This article reports on an application of choice experiment methods to anglers targeting blue marlin and other pelagic species in Hawaii. Data was collected through the Hawaii Marine Recreational Fisheries Statistical Survey in 2006. Based on 480 completed surveys, respondents were dominantly male (94.2%), Asian (51.6%), had relatively high incomes ($79,816), and 59.6% owned boats. Profit orientation included fishing for profit, expense fishing, Holoholo (purely recreational), Kaukau (subsistence fishing), and trophy fishing. Multinomial logit models were estimated and parameters on trip cost, marlin catch, ahi weight, the summer season, and a nonconsumptive attribute, seeing marlin, were all highly significant and of the expected sign. Part-worth willingness to pay (WTP) for catching a blue marlin was estimated at $521 for the charter group and $276 for those on private boat trips. Marginal value per pound for ahi is similar for both groups, $0.96/pound for charter and $0.92 for private boat.

JEL Classification Codes: Q26, Q22, D12