Scientia Geographica Sinica  2015 , 35 (4): 440-447

Orginal Article

旅游景区门票价格支付意愿研究——以西溪国家湿地公园为例

潘丽丽, 孙玉勤

浙江工商大学旅游与城市管理学院,浙江 杭州 310018

Willingness to Pay for the Tourist Areas’ Admission: A Case Study of Xixi National Wetland Park in Hangzhou

PAN Li-li, SUN Yu-qin

College of Tourism and City Management, Zhejiang Gongshang University, Hangzhou, Zhejiang 310018, China

中图分类号:  F59

文献标识码:  A

文章编号:  1000-0690(2015)04-0440-08

收稿日期: 2014-03-27

修回日期:  2014-06-17

网络出版日期:  2015-04-20

版权声明:  2015 《地理科学》编辑部 本文是开放获取期刊文献,在以下情况下可以自由使用:学术研究、学术交流、科研教学等,但不允许用于商业目的.

基金资助:  国家自然科学基金项目(41201138) 浙江省自然科学基金项目(LQ12D010022)资助

作者简介:

作者简介:潘丽丽(1975-),女,辽宁新民人,副教授,硕导,研究方向为旅游地理、旅游规划。E-mail:panlilishenyang@163.com

展开

摘要

门票价格支付意愿关系景区发展和游客体验质量。以西溪国家湿地公园为案例进行实证研究,从最低、最佳、最高三层次指标调查游客门票价格支付意愿,使用因子分析、回归分析等方法探究支付意愿影响因素。研究表明,旅游景区现行门票价格认可度较高,现行门票价格对最高支付意愿有限定作用,最佳支付、最低支付明显小于现行门票价格。景区门票属性、形象认知、设施服务、价值标准、旅游动机影响支付意愿,其中门票属性、形象认知对支付意愿数值影响最为显著,社会经济指标中居住地对游客支付意愿具有显著影响。

关键词: 支付意愿 ; 门票价格 ; 西溪国家湿地公园

Abstract

Tourists' willingness to pay for the tourist areas' admission is closely related to the development of the tourist areas and the tourists' travel experience. This study, a case study of Xixi National Wetland Park in Hangzhou, examines the tourists' willingness to pay for the tourist areas' admission. The willing to pay for admission is decomposed into three hierarchical indicators, which are the lowest, the best and the highest ones. Factorial analysis and regression analysis are conducted to investigate the factors influencing tourists' willingness. It is shown that the current admission fee is reasonable, which constrains the tourists’ highest willingness to pay. Meanwhile, the best admission and the lowest admission are way lower than the current admission fee. The characteristics of the admission fee, resort image recognition, facilities, value, travel motivation all influence the willingness to pay for the admission. Of all the factors, the characteristics of the admission fee and the image recognition contribute more to the willingness to pay than the other factors.

Keywords: willingness to pay ; tourist areas' admission ; Xixi National Wetland Park

0

PDF (490KB) 元数据 多维度评价 相关文章 收藏文章

本文引用格式 导出 EndNote Ris Bibtex

潘丽丽, 孙玉勤. 旅游景区门票价格支付意愿研究——以西溪国家湿地公园为例[J]. , 2015, 35(4): 440-447 https://doi.org/

PAN Li-li, SUN Yu-qin. Willingness to Pay for the Tourist Areas’ Admission: A Case Study of Xixi National Wetland Park in Hangzhou[J]. Scientia Geographica Sinica, 2015, 35(4): 440-447 https://doi.org/

景区门票是连接旅游供需双方的重要载体,游客对门票价格尤其敏感,个别景区免费模式进行了尝试,但从目前来看大部分景区门票收费且处于上涨状态,门票价格的制定一度成为重点探讨领域。门票的涨与降或免收成为颇有争议的研究领域,涨价的原因归结为门票价格的提高是解决景区维护的有效手段及资金来源 [1,2],降价观点则认为景区收取门票和提高门票价格的做法不利于社会公平 [3]。国内学者近年来针对景区门票涨价、定价、价格管理等方面进行了探讨,对游客对门票价格的支付意愿(WTP,Willing To Pay)的多指标表征疏于探讨。在体验经济发展、消费理念转换的大背景下,传统观光逐渐提升层次,出游更看重体验价值,游客对于门票价格满意程度和支付意愿对于提升旅游体验品质具有至关重要的意义。

支付意愿被认为是某人对某物所付出的最大金额,同时也显示出该物品对此人之价值 [4]。即在未知产品价值既知购买货品无法退货情况下,对该产品之预期价格即是补偿变量,此时对该产品愿意付之最大价格,即为支付意愿 [5]。支付意愿被认为是一切物品和服务价值的唯一合理的表示方法[6]。以旅游消费市场支付意愿为基础制定景区门票价格,可以增强门票定价的科学性和实用性 [7]。支付意愿研究历史较长,主要集中在条件价值评估法(CVM)中的应用,利用支付意愿调查数据对某物品的非使用价值进行有效评估。旅游研究领域通过支付意愿探讨游客对景区收费的态度、以及游客支付意愿与现有门票的比较,评估旅游地的非使用价值。Arin [8]、Surendran[9]等人的研究证明了在非收费的保护区等自然旅游地游客为了保护环境资源愿意支付门票费用。Lee [10]、Baral [11] 的研究表明收取门票的自然旅游地游客支付意愿高于现有门票价格。国内学者对于游客支付意愿的调查也表现出了类似的结果。如谭喨等对滇池湖滨湿地进行案例分析中表明大部分人愿意支付门票费用 [12]。倪斌在对上海豫园游客支付意愿分析中发现51.98%的受访者愿意以门票方式支付保护费用,游客对门票的认可度较高 [13]。从目前国内外学者对游客支付意愿的仅有研究来看,研究对象多为非收费的自然景区,尤其是国外学者研究多是针对游客是否愿意为保护景区环境而支付门票费用,或经由支付意愿测算地区或资源的非使用价值,研究结果多表现为赞同景区收费和高于门票价格的支付意愿。对于收费景区研究较少,尤其是中国学者对于相对高门票的景区支付意愿研究较少。本文以西溪国家湿地公园为研究案例,研究对象界定为相对高门票价格景区游客支付意愿及其影响因素,对景区门票、资源保护等方面具有一定的理论开创作用。

1 研究区概况与研究设计

1.1 研究区概况

西溪国家湿地公园位于杭州城区西部,是集城市湿地、农耕湿地、文化湿地于一体的复合生态系统,为中国第一个国家湿地公园,其总面积约为10.08 km2,2003年9月,总面积3.46 km2的西溪湿地综合保护一期工程正式实施,工程于2005年4月底竣工并于“五一”黄金周正式对外开放,门票价格40元/人,主要景点有烟水渔庄、秋雪庵、西溪水阁、梅竹山庄、深潭口、西溪梅墅、西溪草堂、泊菴等。西溪国家湿地公园二期工程于2007年10月正式对外开放,主要在一期的景点基础上,增加了东部收费园区及中间免费开放区域,其中福堤为公众免费开放区域,面积约为1 km2,门票价格调整为80元/人。西溪湿地三期工程位于杭州市余杭区境内,由余杭区规划建设,独立经营管理,游客以杭州本地及周边为主。本文选取实行统一管理与经营的西溪国家湿地公园一二期区域为研究案例地。

图1   杭州西溪国家湿地公园位置

Fig. 1   Location of Xixi National Wetland Park in Hangzhou

1.2 研究设计

1.2.1 门票价格支付意愿测量方法

本研究将门票价格支付意愿界定为游客根据旅游期望与体验,愿意为景区支付的门票价格水平。条件价值评估法(CVM)中支付意愿测量是基于构建的一种假想支付方式,通过调查获得受访者对于环境改善的支付态度及最大支付水平,借以估算旅游地的非使用价值。最大支付意愿的测量主要使用开放式出价法、二分式选择法和支付卡出价法。Dutta et al [14]、Sharifi et al. [15]、徐中民 [16]、钟满秀 [17]等研究使用了开放式出价法,即由受访者自主判断直接填写愿意支付的价格;Peters et al [18]、Rosenberger et al [19]、董冬 [20]、乔旭宁 [21] 等人的研究采用二分式选择法,征询被调查者是否愿意支付之后再调查愿意支付的数值或不愿意支付的原因等;Arin et al[8]、Choi et al [22]、葛慧玲 [23]、文首文 [24] 等研究中采用支付卡出价法,开放式提问,为受访者罗列出各种价格金额,让其圈选所愿支付的价格。3种测量方法各有利弊:开放式出价法,游客自由度大,数据范围广,调查容易;二分式选择法和支付卡出价法调查费时,且研究者给出价格及价格区间存在主观性。本文研究对象西溪国家湿地公园是收费景区,因而未选用二分式选择法,为便于调查同时使用开放式出价法和支付卡出价法两种方法对游客的支付意愿进行测量。但门票价格预期有最高价格和最低价格[25]。最大支付意愿仅是受众接受的价格上限,鉴于中国景区门票价格的变化特性及价格合理定制体系并不健全,本文将门票价格支付意愿分为3个层次指标进行测定,即最低支付愿意、最佳支付愿意和最高支付愿意。

1.2.2 门票价格支付意愿影响因子设定

在条件价值评估法的相关研究中,作为主要研究指标的支付意愿影响因素已有探讨。现有研究证明支付意愿受到了游客出游动机的影响,促使游客选择目的地景区游玩的一些因素影响到了游客支付意愿及其大小[26~29];景区资源与环境属性方面也在一定程度上影响支付意愿 [30~33];景区门票价格自身属性,如高低及价格公平性等价格感知 [34~36];从个人和环境保护等角度做出支付判断的各种因素 [37~39,17]、及游客社会统计学特性也有研究表明对支付意愿产生影响 [40~42,16]。但各研究选择指标相对分散,未形成理论体系。

本文基于“旅游体验过程与价值感知”决定门票价格支付意愿的理论假设,旅游经历作为无形旅游产品的重要表达,其体验过程及其在旅游过程中的价值感知是游客评估其门票价格支付的重要依据,因而门票价格的支付意愿影响因子基于“旅游体验过程”与“支付价值感知与标准”进行选择。同时借鉴国内外关于支付意愿影响因素研究,及案例地前期调查结果,围绕动机、门票、形象、价值、设施、服务等直接影响旅游体验和支付价值的因素进行选择,经预试及专家咨询选定20个项目作为支付意愿的影响因素的评估指标,分别为“考察动机”、“学习动机”、“交友动机”、“文化动机”(所有与民俗等景区特色文化相关的出游动机)、“景区定位”、“景区级别”、“景区口碑”、“景区知名度”、“门票性价比”、“门票优惠程度”、“门票受惠群体”、“门票购买形式”、“厕所设置”、“休息场所设置”、“景区卫生程度”、“景区服务”、“体验质量”(“按体验质量支付”的简称)、“资源属性”(“按资源特性支付”的简称)、“景区发展”( “按景区发展支付”的简称)、“环境特性”(“按环境特性”支付的简称)。

1.2.3 数据收集与处理方法

本研究采取问卷调查进行数据收集。调查对象为西溪国家湿地公园内游客。问卷包括3部分,第一部分是关于游客门票满意度及门票支付意愿数值调查,门票价格满意度采取李克特5级量表测量(1~5为“非常不满意”~“非常满意”),门票价格支付意愿数值调查内容包括游客对景区门票价格的最低支付、最佳支付和最高支付3个层次指标,采取开放式填写和支付卡两种形式供游客选择填写,其中支付卡设置以5为间隔,最小为0最大为200;第二部分是关于支付意愿影响因素的调查,采用李克特5级量表对20个选项进行调查;第三部分是游客社会经济统计特征,包括性别、年龄、职业、学历、居住地和年平均收入6个方面,以自填和选择为主。

调查于2013年5月1日~5月25日进行,采取随机抽样方式,共发放问卷500份,收回500份,有效问卷441份,有效率88.2%。采用软件SPSS19.0进行数据分析。

2 调查结果分析

有效样本中女性居多(53.7%),40岁以下游客所占比例最大(94.8%),职业构成中以企事业单位和青年学生为主(45.7%),学历普遍比较高,本科及本科以上学历的人占78.4%。景区的客源市场中杭州市区占42.4%,外省游客占49%,与浙江省内的游客基本持平。年收入水平1.5万元以下的人居多(38.3%),8万元以上的人员占22%。

2.1 门票支付意愿调查结果

由李克特5级量表调查结果显示,西溪国家湿地公园现行80元门票价格的评估平均值为3.83,中位数和众数均为4,75%以上的游客对门票现行价格满意(表1)。

表1   西溪国家湿地公园门票价格满意度调查结果

Table 1   Ticket price satisfaction of Xixi National Wetland Park in Hangzhou

调查选项(量化分值)频率百分比(%)累积百分比(%)
非常不满意(1)30.70.7
不满意(2)112.53.2
一般(3)9621.824.9
比较满意(4)28163.788.7
非常满意(5)5011.3100.0

新窗口打开

游客对于西溪国家湿地公园门票价格支付意愿由低到高有明显的梯度特征(表2),最低、最佳、最高支付意愿的均值分别为39.51、49.37、74.42,三者调查结果中极小值均为0,极大值分别为150、180和200,层次性明显。最低支付意愿中位数为40,众数为50,且众数50占所有调查结果的23.8%,8.3%的被调查者给出最低支付意愿大于现有门票80元的价格水平。最佳支付意愿中位数和众数均为50,众数50占所有调查结果的25.9%,15.4%的被调查者给出的最佳支付意愿大于现有门票80元的价格水平。最高支付意愿中位数和众数为80,且众数80占所有调查结果的26.8%,有53.5%的被调查者给出的最高支付意愿大于现有门票80元的价格水平。

表2   游客门票价格支付意愿

Table 2   Tourist’s willing to pay for admission

最低支付意愿最佳支付意愿最高支付意愿
均值39.5149.3774.42
中值405080
众数505080
众数的百分比23.8%25.9%26.8%
大于等于80元的百分比8.3%15.4%53.5%
极小值000
极大值150180200

新窗口打开

最低支付和最佳支付意愿的众数均为50元,且大于80元的比例不高,游客对于门票价格偏向于50~80元,且以50元选项最为突出。在最高支付意愿一项,80作为众数,与西溪湿地公园现行门票价格一致,且比例较高,而且众数及其以上的比例占到总体的80%以上,表明现行门票价格有较高的接受程度,但80成为众数也说明了现行门票价格对最高支付意愿起到了限定作用,大部分游客愿意接受的最高价格为现行门票价格。

2.2 支付意愿影响因素因子分析

SPSS分析结果表明,量表内部一致性系数(克朗巴哈系数,Cronbach Alpha)为0.817,远大于0.6的最低标准,说明量表具有可靠的同质信度。KMO(Kaiser-Meyer-Olkin)值为0.809,Bartlett 的球形度检验达到极其显著水平,表示所有数据适合采用因子分析方法,变量之间有明显的结构性和相关性。采用因子分析中的主成份方法分析支付意愿影响因素(表3),依据特征值大于1的标准,选择因子载荷大于0.5的因子,进行最大方差旋转提取公因子,所调查20项均超过设置的最低因子载荷,共提取5个因子,累计方差贡献率为60.085%,解释了原有变量的大部分信息,量表结构性较好。因子1包括 “体验质量”、“资源属性”、“景区发展”、“环境特性”4项,特征根值为2.516,方差贡献率为23.369%,根据调查选项语意此4项为游客对门票价格的直接支付依据,命名为“价值标准”;因子2包括 “门票性价比”、“门票优惠程度”、“门票受惠群体”、“门票购买形式”,特征根值为2.449,方差贡献率为11.471,命名为“门票属性”;因子3包括 “考察动机”、“学习动机”、“交友动机”、“文化动机”,特征根值为2.398,方差贡献率为9.233%,命名为“旅游动机”;因子4包括为“厕所设置”、“休息场所设置”、“景区卫生程度”、“景区服务”,特征根值为2.315,方差贡献率为8.751%,命名为“设施服务”;因子5包括“景区定位”、“景区级别”、“景区口碑”、“景区知名度”,特征根值为2.34,贡献率为7.261%,命名为“形象认知”。

表3   门票价格支付意愿影响因素主成份分析

Table 3   The extraction of principal components for tourist’s willing to pay

支付意愿影响因子因子载荷特征值方差贡献率(%)信度系数均值
因子1价值标准2.51623.3690.7983.953
体验质量0.773
资源特性0.791
景区发展0.793
环境特性0.730
因子2门票属性2.44911.4710.7793.188
门票性价比0.588
门票优惠程度0.850
门票受惠群体0.825
门票购买形式0.723
因子3旅游动机2.3989.2330.7643.050
考察动机0.752
交友动机0.711
学习动机0.800
文化动机0.747
因子4设施服务2.3158.7510.7503.745
厕所设置0.733
休息场所设置0.791
景区服务0.646
清洁程度0.703
因子5形象认知2.3407.2610.7373.708
景区定位0.677
景区级别0.785
景区口碑0.714
景区知名度0.741

新窗口打开

2.3 门票支付意愿回归分析

使用SPSS统计软件中多元线性回归分析法检验门票支付意愿与各提取公因子的函数关系,分别以游客门票支付意愿中的最低支付、最佳支付和最高支付为因变量,以“价值标准”、“门票属性”、“旅游动机”、“设施服务”、“形象认知”为自变量,分析其与支付意愿之间的关系及关系程度。使用逐步回归法对支付意愿的影响因素进行筛选,游客的“旅游动机”和“价值标准”对支付意愿的影响不显著予以剔除,“门票属性”和“形象认知”与最低支付、最佳支付和最高支付之间存在显著相关关系,“设施服务”与最低支付和最佳支付之间存在显著相关关系,其与最高支付之间关系不显著(见表4)。

表4   门票价格支付意愿回归分析结果

Table 4   The extraction of regression for tourist’s willing to pay

支付意愿影响因子非标准化系数标准系数tSig.
B标准误差
最低支付(Y1(常量)39.5121.05137.5820.000
门票属性(x13.7491.0530.1653.5620.000
形象认知(x23.4831.0530.1533.3090.001
设施服务(x32.1211.0530.0932.0150.045
最佳支付(Y2(常量)49.3701.06146.5420.000
门票属性(x15.1741.0620.2244.8730.000
设施服务(x32.9281.0620.1272.7570.006
形象认知(x22.3731.0620.1032.2350.026
最高支付(Y3(常量)74.4241.50849.3420.000
门票属性(x18.8941.5100.2695.8900.000
形象认知(x23.8801.5100.1172.5690.011

新窗口打开

回归分析表现各因子对支付意愿的影响程度大小,可构建支付意愿与各因子之间的回归方程,因变量最低、最佳、最高支付意愿分别设为Y1Y2Y3,自变量“门票属性”、“形象认知”、“设施服务”分别设为x1x2x3,则由表4回归分析结果可知,最低支付、最佳支付和最高支付的的回归模型如公示(1)、(2)、(3)所示:

2.4 社会统计学特征与支付意愿

采用单因素方差分析、相关分析检验游客社会统计学特性对西溪国家湿地公园门票支付意愿的影响(见表5)。单因素方差分析结果表明,“居住地”和“年均收入”对最低支付意愿产生显著影响,相关分析表明二者与最低支付意愿存在显著相关性;“居住地”对最佳支付产生了显著影响,二者之间存在显著相关性;“年龄”和“居住地”对最高支付产生了显著影响,但“年龄”与最高支付之间不存在显著相关性,“居住地”与最高支付之间存在显著相关性。上述分析表明,只有“居住地”对支付意愿3个指标有显著影响,其余社会统计学特征影响并未得到验证。

表5   社会统计学特性影响分析

Table 5   Analysis of respondent’s demography

支付意愿个人特征单因素分析相关分析
F值显著性相关性显著性
最低支付性别0.5150.473
年龄1.0920.360
居住地17.0320.0000.2790.000
职业1.7720.081
教育程度0.2470.911
年均收入3.2340.0120.1340.005
最佳支付性别0.1340.715
年龄1.5200.195
居住地12.9420.0000.2320.000
职业1.7640.082
教育程度0.3560.840
年均收入1.9940.094
最高支付性别0.0500.823
年龄3.1490.014-0.0560.239
居住地15.7890.0000.2300.000
职业1.1820.308
教育程度0.3010.877
年均收入1.6830.153

新窗口打开

调查样本中浙江省内游客与省外游客人数基本持平,浙江省内杭州本地游客42.4%,其他城市8.6%,浙江省外游客49.0%。不同居住地对支付意愿的影响存在差异,支付意愿数值总体上呈现随空间距离增大而增加的情况。杭州本地游客支付意愿在均值、中值、极大值方面均明显小于浙江省其他城市及省外游客,从最佳支付、最高支付2个指标来看浙江省其他城市与浙江省外游客差异较小,但在极小值一项浙江省其他城市明显高于杭州本地及省外游客(见表6)。

表6   居住地对游客支付意愿影响差异分析

Table 6   Difference of willingness of residents in tourist site to tourist′ pay

支付意愿居住地均值中值极小值极大值
最低支付杭州32.6530.000100
浙江省内其他城市39.7440.000150
浙江省外45.4250.000120
最佳支付杭州43.0240.000105
浙江省内其他城市54.7450.0010180
浙江省外53.9250.000120
最高支付杭州64.4760.000150
浙江省内其他城市80.0080.0030200
浙江省外82.0680.000200

新窗口打开

3 结 论

本文以西溪国家湿地公园为案例,基于“旅游体验过程与价值感知”的视角构建门票价格支付意愿调查量表,运用SPSS19.0进行数据统计分析,得到如下基本结论:

1) 游客对旅游景区门票价格的接受度较高,表现为满意的占大多数,门票价格支付意愿相对较高。但是从最低支付、最佳支付2个指标来看,其均值与众数总比现行门票价格低。表明景区现行门票价格大部分游客接受,但与其期望的最佳价格有一定的差异。最高支付意愿众数与现行门票一致,既能说明门票价格相对满意,又表明现行门票价格对游客最高支付的限定作用,大部分游客不希望支付高于现有门票的价格。但存在弹性,26.7%游客最高支付意愿大于现行门票价格。

2) 因子分析表明游客对景区门票价格的支付意愿受到了“价值标准”、“门票属性”、“旅游动机”、“设施服务”、“形象认知”5方面因素的影响,充分验证了本文基于“旅游体验过程和价值感知”进行支付判断的假设。游客根据其对景区特性、自身出游的动机及旅游过程体验,结合自身环境道德观念判断门票价格的支付意愿。其中“价值标准”的因子贡献率最大,表明游客会根据自身旅游体验质量、景区环境和发展角度判断门票支付的价值,环境道德对其支付意愿产生重要影响;其次是“门票属性”因子,游客更多关注门票的优惠程度及性价比等方面的因素,“旅游动机”、“设施服务”、“形象认知”因子贡献率和特征根值相差较小。

3) 支付意愿调查数值和各影响因子之间的回归分析表明,“门票属性”是影响游客支付意愿的最主要因素,且在最低、最佳、最高3个指标均产生重要影响,游客在对景区门票价格做出支付判断时,首先考虑的是景区现行门票自身属性,依据对门票的感知判定具体支付价值。决定“最低支付”水平的第二个因子是“形象认知”,即游客在门票感知的基础上,根据景区的级别、定位、口碑等条件判断支付价值,其后考虑“设施服务”水平;但对于“最佳支付”,游客在门票的基础上更多考虑的是旅游质量,表现为“设施服务”对其支付意愿产生重要影响,第三个才考虑“形象认知”,即最佳支付水平与游客体验的质量有更大的关系。在“最高支付”层面,游客则没有过多考虑体验的质量,只有门票和形象决定了其支付意愿,即游客会根据景区的门票的具体属性和景区的级别等来决定其最大支付意愿。3个层次的支付意愿回归分析的结果表明了游客的支付意愿有明显的层次性,由低到高的具体决定因子有显著差异。

4) 社会经济指标对旅游景区门票价格支付意愿影响有限。经西溪国家湿地公园调查数据的单因素和相关分析表明,社会经济统计指标,如性别、教育程度、职业等,并没有对支付意愿造成显著影响,只有居住地对最低、最佳和最高支付意愿均产生影响,本地居民享受门票的优惠政策,支付意愿数值较小,距离较远的游客多数慕名而来,其支付意愿较高。其中年龄、收入仅分别对最高、最低支付产生影响,但相关性不显著。

The authors have declared that no competing interests exist.


参考文献

[1] Kerry V S, Paul F J.

Budgets, pricing policies and user fees in Canadian parks’ tourism

[J]. Tourism Management,1998,19(3):225-235.

URL      [本文引用: 1]     

[2] Ralf B.

Pay to Play in Parks:An Australian Policy Perspective on Visitor Fees in Public Protected Areas

[J]. Journal of Sustainable Tourism, 2003,11(1): 56-73.

URL      [本文引用: 1]     

[3] Rogers H A.

Pricing practices in tourism attractions: an investigation into how pricing decisions are made in the UK[ J].

Tourism Management, 1995, 16(3):217-224.

[本文引用: 1]     

[4] 郎慧珠,蓝忠孚.

假设市场评估法——一种导出付费意愿的方法

[J].公共卫生,2001,27(4):261~275.

[本文引用: 1]     

[5] Zhao J H, Kling C L.

A new explanation for the WTP/WTA disparity

[J]. Economics Letters,2001,73(3):293-300.

https://doi.org/10.1016/S0165-1765(01)00511-0      URL      [本文引用: 1]      摘要

We propose a new explanation for the WTP/WTA disparity in experiments and surveys. Uncertainty, irreversibility and limited learning opportunities can generate commitment costs, driving a wedge between WTP and WTA. We present experimental evidence that supports our hypothesis.
[6] Mitchell R C, Carson R T.

Using Surveys to Value Public Goods: The Contingent Valuation Method

[M]. Washington DC: Resources for Future, 1989.

[本文引用: 1]     

[7] 庞林.

旅游景区门票价格制定中CVM和WTP技术的运用与探讨

[J].西南名族大学学报,2008,5:199~202.

URL      [本文引用: 1]      摘要

长期以来,人们习惯利用相似景 区进行比较而采取经验法确定门票价格,没有考虑旅游消费市场支付意愿。这种确定门票价格的方法既缺乏市场基础,又不能反映资源价值,由此导致很多景区频繁 变动门票价格。本文分析了旅游资源价值构成,阐述了条件价值法(CVM)的经济学原理,并将CVM技术和消费者支付意愿(WTP)结合起来,分析了旅游景 区门票价格的科学制定,以求增强旅游景区门票定价的科学性和实用性。
[8] Arin T, Kramer R A.

Divers’ willingness to pay to visit marine sanctuaries: an exploratory study

[J]. Ocean & Coastal Management, 2002,45:171-183.

URL      [本文引用: 2]     

[9] Surendran A, Sekar C.

An economic analysis of willingness to pay (WTP) for conserving the biodiversity

[J]. International Journal of Social Economics, 2010,37(8): 637-648.

https://doi.org/10.1108/03068291011060661      URL      [本文引用: 1]      摘要

Purpose – The purpose of this paper is to study the impact of eco-tourism on the socio-economic characteristics of the native inhabitants and natural resources in Anamalai Tiger Reserve (ATR), India. The paper estimates the recreational value and measures the willingness to pay (WTP) of the stakeholders and tourists to conserve the forest eco-system. Design/methodology/approach – The paper draws upon theories and issues of eco-tourism to examine the economic value of forest ecosystem, including direct and indirect use values of the ecological regulatory services. The 60 sample stakeholders of the study were agricultural and forest dependents and tourist dependents in addition to 60 visitors of ATR spot. Findings – The travel cost had a significant negative influence on frequency of visits, while education had a positive impact. The agriculture and forest dependents, tourist dependents and tourists were WTP an average amount of Rs 202 (US$4.03), Rs 449 (US$9.55) and Rs 656 (US$14.00)/annum, respectively, towards internalizing eco-tourism-related externalities. The option value of conserving the ATR was estimated by contingent valuation method using bidding game technique. Education and number of animal species sighted have positively related to WTP and was highly significant. Social implications – The paper addresses the attitude of people towards conservation of the forest biodiversity, as well as increasing the income of the people via eco-tourism. Originality/value – The outcome implies that eco-tourism will reduce the dependency of forest and also create more employment and other tourism-related income augmenting activities and thus enhancing additional income through tourism related occupations. The paper suggests the establishment of several other eco-parks in Tamil Nadu for protecting the biodiversity as well as generating additional income and improving the livelihood security of the population.
[10] Lee C K, Han S Y.

Estimating the use and preservation values of national parks’ tourism resources using a contingent valuation method

[J]. Tourism Management, 2002,23:531-540.

https://doi.org/10.1016/S0261-5177(02)00010-9      URL      [本文引用: 1]      摘要

The Korean national parks authority has questioned whether natural resources have enough economic value to justify an increase in admission fee in the case of inadequate assistance from the government. Alternatively, they also question whether the national parks have sufficient value to contribute to citizens' welfare in order to receive continuing support from the government. Hence, the purpose of this research is to estimate the use and preservation values of natural and/or cultural resources in five distinctive national parks, using a dichotomous choice contingent valuation method.The empirical results show that natural and/or cultural resources of the sample national parks possessed considerable use and preservation values, outweighing current admission fees and maintenance costs per visitor. Thus, these values provide enough justification for the national park authority to increase admission fees to maintain the quality of natural environment, and avoid degrading natural resources in the event of no assistance by the government. The findings may provide guidance to national park managers and practitioners who establish pricing policies. The results also show that values of natural and/or cultural resources were different across five distinctive national parks, indicating the possibility of employing differential admission fees according to park characteristics.
[11] Baral N, Stern M J,Bhattarai R.

Contingent valuation of ecotourism in Annapurna conservation area, Nepal: Implications for sustainable park finance and local development

[J]. Ecological Economics , 2008,66:218-227.

https://doi.org/10.1016/j.ecolecon.2008.02.004      URL      [本文引用: 1]      摘要

To determine willingness to pay (WTP) for candidate entry fees, contingent valuation surveys were administered to 315 foreign visitors to the Annapurna Conservation Area, Nepal, during April and May of 2006. The results of logit regression showed that the bid amount, family size, visitors' satisfaction, the use of a guide, and group size were the most significant predictors of WTP. Results suggest that most visitors would be willing to pay an entry fee considerably higher than the current fee of 27 U.S. dollars (USD). The mean and median WTP were 69.2 and 74.3 USD, respectively. The most common explanation for WTP by respondents was a desire to better protect the environment. The most common explanation for unwillingness to pay was that the bid was simply too expensive. Two models were developed based upon different predictions of visitor numbers (an optimistic case and pessimistic case) to calculate the expected revenue production and likely gross local economic impact of candidate entry fees. Based on this analysis, we recommend an increase in the entry fee to USD 50. In the optimistic scenario, this higher entry fee leaves a budget surplus. In the pessimistic scenario, it would reduce current budget deficits.
[12] 谭喨,刘春学,王鹏云.

滇池湖滨湿地非使用价值的CVM评估

[J].安徽农业科学,2012,4(7):4145~4149.

https://doi.org/10.3969/j.issn.0517-6611.2012.07.113      URL      [本文引用: 1]      摘要

[目的]分析滇池湖滨湿地非使用价值的个人支付意愿及影响因素。[方法]采用权变估值法(CVM),设计调查问卷,调查了专家、政府管理人员、农民、工人、学生等不同职业和不同年龄段的对象。在此基础上,进行滇池湖滨湿地非使用价值评估,并运用非参数估计方法,分析支付意愿与社会特征之间的关系。[结果]滇池湖滨湿地生态系统服务的人均支付意愿为150.03~217.66元/人.年之间,总支付意愿为6.26亿~9.09亿元/年。年龄、生活区域及知识水平等社会特征是支付意愿显著影响因子,其中选择价值与知识水平和居住地有显著关系;遗产价值与年龄相关性显著;存在价值与社会特征没有显著关系。[结论]滇池湖滨湿地的非使用价值评估是科学开发和利用湿地资源的重要前提。
[13] 倪斌. 基于CVM的上海豫园非使用价值评估[J].中国园林,2012(4):62~65.

https://doi.org/10.3969/j.issn.1000-6664.2012.04.017      URL      [本文引用: 1]      摘要

建筑遗产是人类文化遗产中的一种重要文化资源,它具有使用价值和 非使用价值.以上海豫园为例,采用条件价值法对其非使用价值进行评估,得到上海豫园每年的非使用价值为4 969.84万元.这从一定程度上反映了建筑遗产作使用价值的货币化结果,由此提醒人们在建筑遗产保护与利用过程中应注重其内在价值,不要片面追求建筑遗 产的使用价值,同时也为建筑遗产保护与利用决策提供一定的参考.
[14] Dutta M, Banerjee S, Husain Z.

Untapped demand for heritage: A contingent valuation study of Prinsep Ghat Calcutta

[J].Tourism Management,2007,28(1), 83-95.

https://doi.org/10.1016/j.tourman.2005.07.021      URL      Magsci      [本文引用: 1]      摘要

<h2 class="secHeading" id="section_abstract">Abstract</h2><p id="">In view of the scarcity of financial resources, urban planners in developing countries are attempting to conserve heritage sites on a self-financing basis through their development as visitor attraction sites. The economic justification of such programmes can be sought in terms of the potential revenue from heritage tourism.</p><p id="">This approach, however, neglects the significant non-use values derived from heritage resources. Based on the contingent valuation method, the Total Economic Value for Prinsep Ghat in Calcutta, India, is estimated using limited dependent regression models. While a TOBIT model is used to determine the determinants of the willingness to pay, a truncated model is used to identify the characteristics of the potential clientele. The results show the presence of a substantial untapped demand for the site that can be utilized by suitable marketing of the site without affecting its historic appeal.</p>
[15] Sharifi-Tehrani M, Verbic M, Chung J Y.

An analysis of adopting dual pricing for museums the case of the national museum of Iran

[J]. Annals of Tourism Research,2013,43:58-80.

https://doi.org/10.1016/j.annals.2013.04.001      URL      Magsci      [本文引用: 1]      摘要

The article analyzes the admission fees that foreign and domestic tourists are willing to pay, respectively, for the National Museum of Iran, and examines the relationship between the tourists' willingness-to-pay and their various socio-economic, geographical, and psychological characteristics. It was established that the two segments of tourists differ substantially, both in their characteristics and in their behavior. Unlike for domestic tourists, the entrance fees that foreign tourists are willing to pay are substantially higher than the current single entrance fee, while higher entrance fees would not decrease the consumer surplus significantly. The findings, if applied with caution, could provide museum managers with the rationale for adopting dual pricing and with practical directions for setting such schemes.
[16] 徐中民,张志强,程国栋,.

额济纳旗生态系统恢复的总经济价值评估

[J]地理学报,2002,57(1):107~116.

https://doi.org/10.3321/j.issn:0375-5444.2002.01.012      URL      Magsci      [本文引用: 2]      摘要

<p>条件估值方法是当前国际上流行的衡量环境物品非利用经济价值的唯一方法。通过调查居民针对不同环境状况变化的支付意愿,从而定量确定环境状况变化带来的经济效益和损失。针对额济纳旗生态系统恶化的现状,以投标支付卡的方法设计了700份调查问卷,调查了黑河流域居民恢复额济纳旗生态系统的支付意愿。分析结果表明,用20年时间将额济纳旗生态系统恢复到20世纪80年代初水平,黑河流域共有92.3 % 的居民家庭存在支付意愿,有支付意愿家庭的平均支付意愿为每年每户37.96元,但随居住区域不同存在一定差异,其中黑河干流区域居民平均支付意愿为每年每户40.15元,要高于周边地区居民平均每年每户32.10元的支付意愿。在综合考虑不同区域居民支付意愿的差异,生态系统经济效益折旧率的基础上将支付意愿在时空尺度上加总,得到恢复额济纳生态系统总经济价值为16.37&times;108元。</p>
[17] 钟满秀,许丽忠,杨净.

基于认知水平的非使用价值支付动机研究

[J].生态学报,2011,31(22):6926~6935.

URL      Magsci      [本文引用: 2]      摘要

非使用价值是环境与资源价值的重要组成部分,非使用价值的支付动机研究是环境与资源价值研究的重要内容,遗产价值、选择价值、存在价值是非使用价值的三大支付动机。传统的自上而下或自下而上非使用价值支付动机研究方法会出现顺序效应等问题。根据社会心理学理论,消费者支付意愿的大小与其支付动机强度成正比,为此提出了基于认知水平的非使用价值支付动机分析方法,将对支付动机的直接评估转为对动机认知水平的评估。论文以鼓山风景区为例进行了实证分析,并与传统方法进行比较,结果显示,基于认知水平的支付动机研究方法可大大减低受访者回答的难度,并能精确地量化受访者3种支付动机间的差异,同时克服了顺序效应问题,从而提高了研究结果的科学性。
[18] Peters H, Hawkins J P.

Access to marine parks: A comparative study in willingness to pay

[J]. Ocean & Coastal Management ,2009,52:219-228.

https://doi.org/10.1016/j.ocecoaman.2008.12.001      URL      [本文引用: 1]      摘要

Marine parks worldwide are under assault from illegal fishing, pollution and a burgeoning tourism industry. However, their principal mission of environmental protection and conservation is too often hampered by lack of funds. In recent years a number of studies have been done on the willingness of users to pay entrance fees to fund marine park management particularly those where coral reefs occur. In this analysis, we examine 18 such reports from which we conclude that there is overwhelming public approval to pay for entry to marine parks, with all studies indicating a general acceptance for the introduction of fees or an increase in those where charges already exist. Factors that positively influence this include visitors income, level of education, environmental awareness, residency and desire to provide a legacy to future generations. However, there are also aspects that deter including trust in the fee collection agency and openness in how the money is spent. This analysis endeavours to highlight those aspects that positively influence users of marine parks to contribute willingly to their management and help close the funding gap that confronts so many.
[19] Rosenberger R S, Needham M D,

Morzillo A T et al. Attitudes, willingness to pay, and stated values for recreation use fees at an urban proximate forest

[J]. Journal of Forest Economics,2012,18:271-281.

https://doi.org/10.1016/j.jfe.2012.06.003      URL      [本文引用: 1]      摘要

Studies have combined contingent valuation and attitude theory in models directly predicting willingness to pay recreation fees. Little research, however, has modeled predictions of attitudes toward fees on both the intention to pay (WTP) and stated payment amount ($WTP) simultaneously. This article addresses that knowledge gap using onsite survey data from 1068 recreationists at the McDonald-Dunn forest in Oregon. Attitudes toward paying an annual fee at this forest were directly associated with WTP and were among the strongest predictors of WTP. Respondents with supportive attitudes toward paying the annual fee were more willing to pay than those who were opposed. The strength of attitudes also influenced WTP, with those respondents having stronger opposition being least likely to pay. Attitudes toward paying a fee were indirectly (i.e., mediation) related to the stated payment amount ($WTP), suggesting that payment is influenced by intention to pay (WTP), and this intention is partially a function of attitudes about fees.
[20] 董冬,周志翔,何云核,.

基于游客支付意愿的古树名木资源保护经济价值评估——以安徽省九华山风景区为例

[J].长江流域资源与环境,2011,20(11):1334~1340.

URL      Magsci      [本文引用: 1]      摘要

<p>运用条件价值评估法中支付卡式(PC)和二分式(DC)两种问卷,对九华山风景区游客保护古树名木的支付意愿进行研究,并分析了其影响因素。结果表明:838%的游客认为应该对古树名木进行保护,仅有302%对保护现状满意。支付卡式问卷调查结果为808元/(人&middot;月),二分式问卷调查结果为954元/(人&middot;月);按2010年游客接待量401万人次计算,2010年游客对九华山风景区古树名木保护的总支付意愿分别为1500&times;108元和4589&times;108元。影响支付卡式问卷支付意愿值的主要指标是年龄、个人年收入、文化程度和职业的相关性;影响二分式问卷支付意愿的主要指标是个人年收入。支付卡式问卷和二分式问卷支付意愿均与第一次调查结果无显著差异,PC1和PC2、DC1和DC2支付意愿值相差分别为062和173元,两次结果重现性良好,对本次研究结果的可靠性给予了保证</p>
[21] 乔旭宁,杨永菊,杨德刚.

渭干河流域生态系统服务的支付意愿及影响因素分析

[J].中国生态农业学报,2012, 20(9): 1254~1261.

https://doi.org/10.3724/SP.J.1011.2012.01254      URL      Magsci      [本文引用: 1]      摘要

生态系统服务价值的计算是生态补偿的关键问题, 是生态经济学研究的热点。本文以塔里木河流域九大水系之一的渭干河流域为靶区, 采用条件价值评估方法(contingent valuation method, CVM), 通过调查流域居民的支付意愿来反映该区域的生态系统服务价值, 并运用皮尔逊相关系数和多元线性回归方法对支付意愿与社会经济变量之间关系进行分析。结果表明: 1)渭干河流域居民每户每年的平均支付意愿为96.22元, 该结果与国外及国内东部地区流域的研究成果相比偏低, 与国内西北地区流域的研究结果接近。渭干河流域生态系统服务价值为2 443.46万元。2)渭干河流域居民的支付意愿与收入水平、受教育程度、对生态环境重要性的认知水平及户籍等因素显著正相关, 与支付方式负相关, 与性别和年龄的相关性不显著, 各因素在流域上下游间表现出差异性。3)社会经济因素中, 收入水平对支付意愿的影响程度最大, 标准化系数达到0.604, 其次是对生态环境重要性认知及支付方式, 受教育程度对居民支付意愿的影响相对较小。4)CVM方法在相近区域的研究结果接近, 与运用遥感手段及相应方法计算结果一致; 不同方法计算的生态系统服务价值差距甚大, 同时就多元回归方法存在的共线性问题及解决方法进行了分析讨论。研究丰富了条件价值评估方法在干旱区内陆河流域少数民族地区的应用, 为流域生态补偿标准的制订提供科学依据。
[22] Choi A S, Ritche B W, Papandrea F, et al.

Economic valuation of cultural heritage sites: A choice modeling approach

[J]. Tourism Management,2010,31(2), 213-220.

https://doi.org/10.1016/j.tourman.2009.02.014      URL      Magsci      [本文引用: 1]      摘要

<h2 class="secHeading" id="section_abstract">Abstract</h2><p id="">Despite growing attention by researchers and policy makers on the economic value of cultural heritage sites, debate surrounds the use of adequate methods. Although choice modeling techniques have been applied widely in the environmental economics field, their application in tourism and cultural economics has been much more limited. This paper contributes to the knowledge on the economic valuation of cultural heritage sites through a national choice modeling study of Old Parliament House, Australia. The study sought to value marginal changes in several attributes of this site and revealed that only some of them are valued positively: extending the period of temporary exhibitions, hosting various events, and having &lsquo;shop and caf&eacute;&rsquo; and &lsquo;fine dining&rsquo;. Advantages of using a mixed logit model are provided and managerial and policy implications are discussed.</p>
[23] 葛慧玲,焦扬,敖长林.

Logit多分类模型的三江湿地保有价值评价

[J].东北农业大学学报,2010,41(11):139~143.

https://doi.org/10.3969/j.issn.1005-9369.2010.11.026      URL      [本文引用: 1]      摘要

条件价值评估法(CVM)是评 价生态系统非使用价值的主要方法之一,三江平原湿地是黑龙江省重要的湿地资源,具有巨大的使用价值和非使用价值,通过支付卡式调查问卷,调查得出三江平原 湿地资源的人均支付意愿为64.57元.年-1,并计算出其每年产生的非使用价值为24.749亿元。通过相关性分析可知,受访者的社会属性对支付意愿起 决定作用。
[24] 文首文,魏东平.

游客对旅游地教育服务的支付意愿研究

[J].经济地理,2012,32(10):170~176.

URL      [本文引用: 1]      摘要

为有计划性、引导性的倡导使用者付费的理念,建立公开透明、科学 合理的定价机制,运用条件价值评估法(CVM)对全国12个省12个旅游景区的中国游客进行了实地抽样调查,分析游客对教育服务项目的支付意愿。基于 2800份有效问卷数据,获得了受访者支付意愿的分布形态和规律,构建了游客支付意愿与其影响因素之间关系的模型。结果显示:49.40%的游客愿意支付 教育服务费用,平均支付额度为28.6元;游客的年龄、婚姻状态、学历、职业、收入与其教育服务支付意愿之间存在显著性关系,旅游地游客教育水平也直接影 响游客的支付意愿,而性别与其支付意愿没有屁著的差异。同时,游客的年龄、学历、职业、收入对支付方式的影响较大,64.1%的游客想通过门票支 付,27.5%的游客想通过小费支付。
[25] 杨晓霞,张文菊.基于游客角度的我国旅游门票定价探讨[J].中国物价,2007(4):32~35.

URL      [本文引用: 1]      摘要

目前,我国旅游门票价格的制定大多是从景区的角度出发,着眼于景区本身的资源、价值等因素,较少关注游客的因素。游客是景区的首要利益相关者,从某种程度上来说,游客对景区的态度决定了景区的兴衰成败。因此,制定各适的旅游门票价格还要加强对游客人数与素质、游客多种心理因素、游客购买力等因素的考虑。
[26] Mathieson A,Wall G.

Tourism: Economic, physical and social impacts

[M]. London: Routledge,1983.

[本文引用: 1]     

[27] Kyle G T,Graefe A R,

Manning, et al.Predictors of behavioral loyalty among hikers along the Appalachian Trail

[J]. Leisure Sciences, 2004,26(1),99-108.

URL     

[28] 刘吉川.

黑面琵鹭栖息地游憩使用之经济价值

[J].户外游憩研究,1997,10(4):19~39.

[29] 林建信.

奥万大森林游乐区游客付费行为之研究[D]

.朝阳科技大学,1999.

[本文引用: 1]     

[30] Walpole M J,Goodwin H J,

Ward K G R. Pricing policy for tourism in protected areas: lessons from Komodo national park, Indoesia

[J]. Conservation Biology, 1999,15(1):218-227.

[本文引用: 1]     

[31] Chung J Y, Kyle G T, Petrick J F, Absher J D.

Fairness of prices, user fee policy and willingness to pay among visitors to a national forest

[J]. Tourism Management, 2011,32(5), 1038-1046.

https://doi.org/10.1016/j.tourman.2010.08.016      URL      Magsci      摘要

Imposing user fees in Nature-Based Tourism (NBT) contexts has been a controversial issue. Based on the notions of justice and fairness, this study extended previous work examining the relationship between attitudes toward user fees and spending support. In a proposed structural model of price fairness, fee spending support, and willingness to pay (WTP), this paper identified the antecedents of WTP user fees, and empirically examined to what extent the data fit the model. Furthermore, the moderating role of place attachment in the model was investigated by using multiple-group structural equation modeling. Subjects (n = 562) were recreational tourists to a forest area in the southeast U.S. Results revealed that spending support partially played a mediating role in the relationship between perceived price fairness and WTP user fees. A multiple-group invariance test also demonstrated that while the degree of place identity moderated the effect of price fairness on spending support, the degree of place dependence did not influence the relationships among the antecedents of WTP. (C) 2010 Elsevier Ltd. All rights reserved.
[32] 赖明洲,吕适仲,薛怡珍.

雪霸国家公园发展生态旅游之游憩资源效益评估——以武陵游憩区为例

[J].东海学报,2000,41:175~186.

[33] 李雪艳,潘存德,

喀纳斯旅游景区游客支付意愿的影响因素分析

[J].安徽农业科学,2010,38(28):15868-15870.

https://doi.org/10.3969/j.issn.0517-6611.2010.28.160      URL      [本文引用: 1]      摘要

基于问卷调查的数据资料,构建了喀纳斯景区游客支付意愿与其影响因素之间关系的模型,通过逐步回归筛选出3个变量进入回归方程,并最终确定了回归方程。在对模型结果进行分析的基础上,提出了限制游客数量、延长游览时间、增加旅游体验,增加旅游目的地组合以增加消费者剩余,以及准确定位以满足游客需求和加大宣传力度、开拓境外市场等建议,以期为喀纳斯旅游资源的开发管理提供科学、合理的依据,从而更好地保护和利用喀纳斯旅游资源。
[34] Bergstrom J C,Stoll J R,Titre J P, et al.

Wright. Economic value of wetlands-based recreation

[J]. Ecological Economics, 1990.2(2):129-147.

URL      [本文引用: 1]     

[35] 汪大雄,王培蓉,林振荣.

扇平自然教育区游憩效益之经济评估

[J].台湾林业科学,1999,14(4):457~468.

[36] 孔令民.旅游景区门票支付意愿影响因子研究[J].经济师,2010,(

3):

194,198.

[本文引用: 1]     

[37] Brookshire D S,Eubanks L S,Sorg C F.

Existence values and normative economics: implications for valuing water resources

[J]. Water Resources Research, 1986,22(11):1509-1518.

https://doi.org/10.1029/WR022i011p01509      URL      [本文引用: 1]      摘要

The definitional issues and conceptual framework of existence value are explored. It is argued that existence value may have two components (1) an economic component that is consistent with utility maximizing behavior and (2) an ethical component that is inconsistent with normative benefit-cost assumptions. Issues as how to appropriately include a measure of existence value within a utility maximizing framework are also explored. Difficult conceptual problems arise out of this discussion. Caution is suggested to the water resources analyst in including existence value within an economic framework.
[38] Kahneman D, Knetsch J.

Valuing Public Goods: The Purchase of Moral Satisfaction

[J]. Journal of Environmental Economics and Management, 1992,22(1):57-70.

URL     

[39] 许羲忠.

为什么人们愿意付钱从事湿地保育?——购买行为或是捐献行为?

[J].户外尤其研究,2000,13(3):49~70.

[本文引用: 1]     

[40] Marilena P, David M.

Valuing the Benefits of Cleaning Lincoln Cathedral

[J]. Journal of Cultural Economics, 2000,25:131-148.

https://doi.org/10.1023/A:1007653432745      URL      [本文引用: 1]      摘要

This paper summarises a contingent valuation study of willingness to pay forcleaning Lincoln Cathedral. A randomsample of the inhabitants of the city of Lincoln and the surrounding area wasquestioned as to their willingness topay for a change in the frequency of a hypothetical cleaning cycle from 40years to 10 years. This change wasillustrated by photographs which showed the same aspects of the Cathedralhalf-way through the two cleaning cycles.Individuals were also asked questions regarding their attitudes towards airpollution in general and its impact on theCathedral in particular. It was found that household willingness to pay isbest predicted by disposable income anda variable indicating distance from the site. Estimates of mean willingnessto pay range from 拢 15 to 拢 23 perhousehold per annum for those living Lincolnshire . Aggregating these valuesover the number of households inLincolnshire suggests that the annual damage inflicted by air pollution on theappearance of the building so far assoiling is concerned is valued between 拢 0.4 m and 拢 0.6 m.Different solutions to the problem of starting point biaswere explored and are shown to yield similar estimates of willingness to pay.
[41] Venkatachalam L.

The contingent valuation method: a review

[J]. Environmental Impact Assessment Review,2004,24:89-124.

https://doi.org/10.1016/S0195-9255(03)00138-0      URL      Magsci      摘要

<h2 class="secHeading" id="section_abstract">Abstract</h2><p id="">The contingent valuation method (CVM) is a simple, flexible nonmarket valuation method that is widely used in cost&ndash;benefit analysis and environmental impact assessment. However, this method is subject to severe criticism. The criticism revolves mainly around two aspects, namely, the validity and the reliability of the results, and the effects of various biases and errors. The major objective of this paper is to review the recent developments on measures to address the validity and reliability issues arising out of different kinds of biases/errors and other related empirical and methodological issues concerning contingent valuation method.</p>
[42] 程兴火,周玲强.

基于游客视角的生态旅游认证支付意愿实证分析

[J].旅游学刊,2006,21(5):12~16.

Magsci      [本文引用: 1]      摘要

生态旅游认证产品能否取得商业上的成功取决于旅游消费者对它的接受程度,本文通过对浙江省4个景区的实地调查,分析了旅游消费者对生态旅游认证产品的认知和态度,并运用假设评价方法评估了旅游消费者对生态旅游认证产品的支付意愿。研究结果表明,旅游消费者对生态旅游认证产

/