条件价值法评估旅游资源游憩价值的效度检验——以杭州西湖风景名胜区为例

VALIDITY TEST IN ASSESSING RECREATIONAL VALUE OF TOURISM RESOURCE USING CONTINGENT VALUATION METHOD:A CASE STUDY OF HANGZHOU WEST LAKE SCENIC SPOT

要:运用条件价值法评估资源的经济价值,假想市场的构建使得评估的信度和效度备受质疑。早在20年前,发达国家关于条件价值法的相关研究已从实施实验、报告内容和结果,向检验结果的信度和效度方向转变。国内旅游资源研究的相关领域,对条件价值法信度和效度的关注非常罕见。文章以杭州西湖风景名胜区为个案,运用条件价值法进行游憩价值评估,并进一步聚焦评估效度的深入探讨。条件价值法的评估结果表明:杭州西湖风景名胜区2012年的游憩价值为7.14亿元。效度检验结果表明:杭州西湖风景名胜区的意愿调查具有良好的内容效度;与运用旅行费用区间分析法的评估结果 566.04亿元相比,两者并不具备良好的收敛效度,前者的评估结果明显偏低;建构效度检验说明杭州西湖风景名胜区的意愿调查结果部分可以从经济学角度得到解释。

The contingent valuation method （CVM） has been widely used as a non-market valuation method, especially in the assessment of environment and resource economics valuation. This paper discuss further on the validity of CVM by taking Hangzhou West Lake scenic area as a case study. The results showed that the recreational value of West Lake scenic area was estimated to be 7.14× 10^8 yuan in 2012. Three types of validity, namely, content validity, convergent validity and construct validity （theoretical validity） were examined in this research. Furthermore, according to the content validity test, the willingness to pay （WTP） was between 1 to 300 yuan. The mean of the WTP was 33.85 yuan and the over pledging bias didn＇t affect the result seriously. But the inevitable existence of the protesting answer and incomplete investigation might cause lower assessment. In convergent validity test, travel cost interval analysis （TCIA）, a kind of travel cost method （TCM）, was used to assessing the recreational value of Hangzhou West Lake scenic area and the result was 566.04×10^8 yuan. The result obtained by the CVM was significantly lower, so they didn＇t have good convergent validity. Finally, in terms of construct validity, correlation analysis indicated that there was a significant positive correlation between WTP for the entrance fee and visitors＇ substitute cognition.