乡村旅游集聚区游客生态补偿支付意愿与价值评估——以浙江长兴水口乡为例

Willingness and Value Assessment of Ecological Compensation Payment for Tourists in Rural Tourism Cluster Areas——A Case Study of Shuikou Township,Changxing,Zhejiang

在随机效应分析理论框架下构建乡村旅游集聚区游客生态补偿支付意愿的Tobit模型,以浙江长兴水口乡村旅游集聚区为例,实证研究游客生态补偿支付影响因素及其总边际效用,同时基于游客生态补偿支付意愿中位数预测其生态补偿支付价值。结果表明:认为乡村旅游会破坏生态环境的游客与认为当地居民与游客兼是乡村生态环境改善受益者的游客支付意愿最高,另外,生态补偿支付政策认知水平、重游意愿、生态环境满意度、学历与收入均对支付意愿产生积极作用。此外,测算发现,水口乡村旅游集聚区的游客支付意愿为9.85元/人,按2017年游客数量计算,可创造生态价值约2900万元。

Under the framework of stochastic effect analysis,this paper constructs a Tobit model for the tourists＇ willingness to pay for ecosystem in rural tourism agglomeration area,and it takes Shuikou,Changxing in Zhejiang as an example to empirically study the influencing factors which may affect tourists＇ willingness to pay and their total marginal utility,and it predicts the ecological value as well.The results show that tourists who believe that rural tourism will destroy the ecological environment and both the tourists and the local residents are beneficiaries of the rural ecological environment improvement,and they have the highest willingness to pay,meanwhile,the cognition level of ecological payment policy,willingness to revisit,satisfaction of ecological environment and education and income have apositive effect on tourists＇ willingness to pay.Furthermore,it is found that the tourists＇ willingness to pay for ecosystem is 9.85 yuan per person.According to the number of tourists in 2017,the ecological value can reach about 29 million yuan.