Measuring Recreational Value of World Heritage Sites Based on Contingent Valuation Method:A Case Study of Jiuzhaigou  

作　　者：DONG Xuewang ZHANG Jie ZHI Ruizhi ZHONG Shi'en LI Min 

机构地区：[1]Department of Land Resources and Tourism Sciences, Nanjing University, Nanjing 210093, China [2]School of Economics and Management, Zhejiang University of Science and Technology, Hangzhou 310018, China

出　　处：《Chinese Geographical Science》2011年第1期119-128,共10页中国地理科学（英文版）

基　　金：Under the auspices of Sino-British Fellowship by the British Academy (No. SG-47266);National Natural Science Foundation of China (No. 40371030)

摘　　要：World heritage possesses various kinds of use value and non-use value. Measuring the recreational value of world heritage sites is a key issue in the heritage tourism. This paper employs Contingent Valuation Method (CVM), which is an evaluation instrument on the basis of tourists′ attitude and preference, to measure the recreational value of Jiuzhaigou, one of the World Natural Heritage sites in China, and analyzes the biases in the survey. The results show that: 1) In 2009, Jiuzhaigou′s recreational value was 3.46×108 yuan (RMB), and the per capita Willingness to Pay (WTP) was 137.31 yuan by CVM. Compared with the results of other methods, this result is significantly low. 2) Among the factors that influence Jiuzhaigou tourists′ WTP, psychological perception factors have the greatest effect while demographic and socio-economic characteristics have a small effect on WTP. 3) The virtuality in CVM creates biases both from CVM itself and in the procedures that CVM was implemented. The former includes hypothetical bias, information bias, protest response bias, and strategic bias; and the latter includes the questionnaire design, population and sample definition, sampling and data processing. The paper analyses those biases and illustrates their potential in-fluences on the accuracy of CVM measurement. 4) Although there are various defects in CVM measurement, it is still an effective valuation method.World heritage possesses various kinds of use value and non-use value. Measuring the recreational value of world heritage sites is a key issue in the heritage tourism. This paper employs Contingent Valuation Method （CVM）, which is an evaluation instrument on the basis of tourists＇ attitude and preference, to measure the recreational value of Jiuzhaigou, one of the World Natural Heritage sites in China, and analyzes the biases in the survey. The results show that： 1） In 2009, Jiuzhaigou＇s recreational value was 3.46×10^8 yuan （RMB）, and the per capita Willingness to Pay （WTP） was 137.31 yuan by CVM. Compared with the results of other methods, this result is significantly low. 2） Among the factors that influence Jiuzhaigou tourists＇ WTP, psychological perception factors have the greatest effect while demographic and socio-economic characteristics have a small effect on WTP. 3） The virtuality in CVM creates biases both from CVM itself and in the procedures that CVM was implemented. The former includes hypothetical bias, information bias, protest response bias, and strategic bias; and the latter includes the questionnaire design, population and sample definition, sampling and data processing. The paper analyses those biases and illustrates their potential influences on the accuracy of CVM measurement. 4） Although there are various defects in CVM measurement, it is still an effective valuation method.

关 键 词：Contingent Valuation Method （CVM） Willingness to Pay （WTP） tourist＇s attitude tourist＇s preference world heritage recreational value BIAS Jiuzhalgou 

分 类 号：X171.4[环境科学与工程—环境科学] K928.7[历史地理—人文地理学]