西安大唐芙蓉园国内游憩利用价值评估

THE EVALUATION OF DOMESTIC RECREATIONAL USE VALUE OF TANG PARADISE IN XI' AN

近年来,旅游资源的游憩价值评估受到越来越多的关注,对旅游资源进行评估是对其合理开发利用的前提。西安大唐芙蓉园是以唐文化著称的主题公园,本文选用基于分区的多目的地旅行费用法(MZTC)对其国内游憩利用价值进行了评估,由评估结果可知,大唐芙蓉园的旅游资源具有相当大的游憩开发潜力,为国内TCM今后的研究提供案例和借鉴。另外,基于分区的多目的地旅行费用法(MZTC)在此处应用相对合理,对于与大唐芙蓉园所处区位类似的历史文化主题公园或旅游地也可应用此方法进行评估。

In recent years, recreational value evaluation of tourism resources has been given more and more attentions, which plays a great role in the development decision-making and reserves of sightseeing site. And measurement of the recreational value of the sightseeing site is the basis for development. Tang Paradise of Xi＇an is a theme park which is well-known for Tang culture. The domestic recreational use value of Tang Paradise is estimated in this paper for offering a useful case and model for the domestic TCM in the future. Based on the data of survey and questionnaires in Tang Paradise which was conducted from May to July and Octo- ber in 2009, by using comprehensive analysis and comparison of the domestic and overseas tourism resource value appraisal studies, the authors evaluate the domestic recreational use value of Tang Paradise with a new method named MZTC （multiple-destination-based zonal travel cost method）. MZTC is improved from travel cost method which is now a relative mature method. In the light of the tourists＇ market analysis, the administrative regions are regarded as traveling zone. And the travel cost is calculated by the percentage of the entrance fee. The precondition of the evaluation is that using the total travel cost containing travel time value assesses the domestic recreational use-value of Tang Paradise. Concerning the evaluation, total consumer surplus is obtained with using the functional relationship between increased total travel cost and the number of the tourists. Then the domestic recreational use-value is obtained. The conclusion is that taking the total national urban population of 2007 as the overall sample, Tang Paradise＇s domestic recreational use value is worth 13.38 billion RMB in 2009, 682.65 RMB per person; about 5.59 billion RMB total travel cost, 7.79 billion RMB customer surplus. Compared with other related case studies, it can be found that the estimated outcome of use value almost conforms to reality, which can reflect the real use value of Tang Paradise. Based on the outcome of value evaluation, we can find that the resources of Tang Paradise have considerable potential for recreational development. Also, MZTC can assess the recreational use value of historically cultural theme parks or some sightseeing sites that have similar location with Tang Paradise.