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This study used choice modeling to assess demand by saltwater anglers and non-anglers, visiting the South Carolina coast, for value-added experiences and services associated with charter boat trips. Diverse non-fishing trip attributes including onboard amenities, onshore activities, quality of captain and crew, onboard nature-based tourism, onboard culture-based tourism and interpretation and education services were tested. Sampling of saltwater, recreational fishing, license owners and coastal tourists in 2013 produced 544 surveys (anglers = 277, non-anglers = 267). Study results showed that both groups placed importance on Quality of Captain and Crew, Onboard Amenities and Boat Fee. Only non-anglers placed importance on Onboard Nature-based Tourism. The marginal willingness to pay of Quality of Captain and Crew (high level) was $115 for anglers and $69 for non-anglers and of Onboard Amenities (high level) was $41 for anglers and $63 for non-anglers. [ABSTRACT FROM AUTHOR]