生态景观质量的游客感知及支付意愿评价——以福友休闲农场为例

Exploration on tourists' perception and willingness to pay for the ecological landscape quality of leisure farm: a case study of Fuyou Leisure Farm in Fujian Province

在近年来国内休闲农业快速发展的背景下,由于缺乏对其非使用价值的正确认识和判断,出现了高速增长与效果欠佳的矛盾,如何科学评价休闲农场开发的非使用价值,对于该产业发展具有重要意义。条件价值评估方法(CVM)是国内外评估非使用价值和支付意愿较为成熟的方法,但尚未用于对具有"三产融合"和"三生一体"特性的休闲农场的评估,本研究以福建开发较为成熟的长泰福友休闲农场为研究取样点,采用该方法探究游客对休闲农场生态景观质量的感知水平及支付意愿。结果表明:游客对福友休闲农场生态保护价值支付意愿的下限为18.26元,支付上限为23.10元,游客对福友休闲农场生态景观保护的支付意愿为96.45万元/年;提供便捷的支付渠道和公开资金的使用途径能有效提升游客购买生态景观保护价值的支付意愿;农场空气的好坏、农场的生态体验设计、农场的田园功能分区在主题设计、耕作体验形式、内容等方面的创新程度对游客生态保护的支付意愿影响较大;对于大部分拥有一定农场阅历但对农业多功能性认识不足的游客,在便捷的支付手段和珍稀植物品种的吸引下,更倾向于形成较低水平的生态保护价值支付意愿,而那些文化素质较高,特别是拥有农场、生态相关领域研究背景,对于农场生态功能性、体验养生内容拥有一定认知的游客,则愿意在更高的价格水平支付农场的生态保护价值。

The contingent valuation method （CVM） has been widely used to evaluate willingness to pay and influencing factors in many academic aspects. In this study, a representative ecological leisure farm located in Fujian （Changtai Fuyou Ecological Farm） was chosen as a case to evaluate the tourists＇ perception and willingness to pay by CVM. The results show that the tourists＇ willingness to pay was with a minimum of RMB 18.26 and with a maximum of RMB 23.1 for the ecological protection value of Fuyou Farm. The tourists＇ willingness to pay in the ecological landscape protection of Fuyou Farm is RMB 964,500/year. The changes in convenient payment and financial disclosure can effectively increase tourists＇ willingness to pay in ecological landscape protection value. Besides the air quality, ecological experience design, pastoral theme layout, cultivation experience design and contents were found to be the important factors and influenced tourists＇ willingness to pay. The tourists who have moderate farming experience but does not have the adequate understanding of agriculture multifunction tend to the lower-level ecological protection payment when being attracted by convenient payment procedure and special plant species. However, the tourists with superior cultural quality and better experience in farming management, ecology and related fields agreed to pay more for ecological protection value in this study.