基于双边界二分式条件价值法的杭州西湖风景名胜区旅游资源非使用价值评估  

Non-use value assessment of tourism resource based on double bound dichotomous choice contingent valuation method for Hangzhou West Lake Beauty Spot

作　　者：查爱苹[1] 邱洁威[2] 后智钢[3] ZHA Aiping;QIU Jiewei;HOU Zhigang(Tourism Department, Shanghai Business University, Shanghai 200235, China;MICE & Tourism Department, Donghua University, Shanghai 200051, China;Tourism Department, Fudan University, Shanghai 200433, China)

机构地区：[1]上海商学院旅游学系,上海200235 [2]东华大学会展与旅游学系,上海200051 [3]复旦大学旅游学系,上海200433

出　　处：《生态科学》2017年第2期135-143,共9页Ecological Science

基　　金：国家自然科学基金资助项目(31400606)

摘　　要：通过假想市场的构建,可以利用条件价值法对旅游环境资源的非使用价值进行评估。而支付意愿的导出技术是条件价值法研究的重要手段。合理选用导出技术,可减小条件价值法的导出偏差,提高非使用价值评估的信度和效度。以杭州西湖风景名胜区为个案,选用双边界二分式条件价值法对其非使用价值进行了评估。结果表明,2012年西湖风景区非使用价值为1277.81亿元,选择价值、遗产价值和存在价值分别为325.84亿元、491.96亿元和460.01亿元。保护费用的支付意愿与游客的年龄、职业、受教育程度以及家庭年收入等显著相关,与性别相关关系不显著;浙江本省,特别是杭州市的游客,意愿支付率远远高于其他地区;保护费用的支付意愿与游客的总体感知、景区拥挤度、游客满意度等显著相关,与景区替代性相关关系不显著。未来的研究应该进一步围绕导出技术、游览经验、具体国情及旅游消费行为及意向等方面展开,以求对条件价值法评估非使用价值的信度和效度有所裨益。Economic value of tourism environment and resources includes use value and non-use value.Non-use value constitutes of heritage value,existence value and option value.By constructing a hypothetical market,the contingent valuation method(CVM)is widely used to assess the non-use value of the tourism environment and resources.However,the value of the environment and resource in the contingent valuation(CV)is elicited through an elicitation technique which is an important component of CVM.Appropriate elicitation technique can reduce the elicitation effects and improve the reliability and validity of the economic value assessment.The authors have used the double-bounded dichotomous choice CVM to assess the non-use value of Hangzhou West Lake Beauty Spot.The results show that its non-use value is127.781billion yuan.Option value,bequest value and existence value are32.584billion yuan,49.196billion yuan and46.001billion yuan respectively.As environmental economist said,economic reason is more convincing and more realistic explanation,relative to the moral reason.Huge non-use value of the West Lake Beauty Spot demonstrates the necessity of effective protection from the view of economics.This study focuses on the relationship between demographic characteristics vs willingness to pay(WTP),visitor's region vs WTP and visitor's perception vs WTP.In terms of demographic characteristics,WTP is significantly related to the age,occupation,education level and family income,but is not significant correlation to the gender.On the source terms,the payment rate of the visitors from Zhejiang Province,especially Hangzhou City,is higher than that of the others.As far as the overall perception of the West Lake Beauty Spot be concerned,whether-to-pay for the protection fees is significant correlation with worthy trip-to-West Lake,congestion and happy time in West Lake Beauty Spot,and is not significant correlation with the substitution.Future research should further pay close attention to the elicitation technology,visit experience,specific

关 键 词：双边界二分式 条件价值法 非使用价值 杭州西湖风景名胜区 

分 类 号：F590[经济管理—旅游管理]