基于随机效用最大化的连续型条件价值评估

Continuous contingent valuation method based on random utility maximization

文化遗产资源具有典型的公共品或准公共品属性,科学的价值评估方法对文化遗产景区的价值判断至关重要.本文提出基于随机效用最大化的连续型价值评估方法(random utility maximization-continuous contingent valuation method,RUM-CCVM),有效实现了两种传统条件价值评估方法(contingent value evaluation,CVM)的优势互补.通过对问卷信息的二元离散化处理,将连续型CVM的连续型信息获取方式,与离散型CVM的随机效用最大化价值测度方法相结合,从而有效解决了传统CVM导致的积极回答偏差以及起点偏差等问题,使价值评估结果更为科学合理,并同时具有直观的经济学含义.最后,利用沈阳东陵公园的调研数据对RUM-CCVM模型进行有效性检验,并测算了景区对游客的总经济价值.

Cultural heritage resources have typical characteristics of public goods or quasi-public goods,and scientific evaluation methods are essential to measuring the value of cultural heritages.This paper proposes a continuous valuation method(random utility maximization-continuous contingent valuation method,RUM-CCVM) based on random utility maximization,which effectively combines the complementary advantages of two traditional conditional valuation methods.By discretizing the data collected by questionnaires,the continuous information acquisition method in continuous CVM is combined with random utility maximization in discrete CVM to effectively solve the positive answer deviation and starting point deviation caused by the traditional CVM.The valuation results are more reasonable with economic implications.Finally,the data of Dongling Park in Shenyang is used to test the validity of the RUM-CCVM method,and the aggregate economic value of the park to tourists is evaluated.