基于条件价值法的重庆市武陵山大裂谷旅游资源价值评估

Evaluating the Tourism Resources of Wuling Mountain Great Rift Valley in Chongqing Using a Contingent Valuation Method

以重庆市武陵山大裂谷为研究对象,通过问卷调查,采用条件价值法定量评价重庆市武陵山大裂谷旅游资源价值,结果表明:景区门票的最大支付意愿(WTP)均值为17.65元/人;2019年武陵山大裂谷景区旅游资源价值量在654.32万元~988.40万元,该价值量为资源价值量的总和;根据等级旅游资源的占比情况,得到三级、四级、五级旅游资源价值总量分别为363.54万元、218.08万元、72.70万元。最后,根据对调查结果的分析提出了武陵山大裂谷景区优化策略。

Based on the questionnaire survey,this paper quantitatively estimates the value of tourism resources of Wuling Mountain Great Rift Valley in Chongqing by adopting contingent evaluation method.The results show that:the average value of the maximum willingness to pay(WTP)for scenic tickets is 17.65 CNY per person;combined with the 2019 visitor volume of Wuling Mountain Great Rift Valley scenic area at 560,000,,the total marketing value of tourism resources of Wuling Mountain Great Rift Valley scenic area in 2019 is between 6.5432 million CNY and 9.884 million CNY,which is the total value of tourism resources.According to the proportion of tourism resources grade,suppose the total marketing value is 6.5432 million CNY,then,,according to the proportion of tourism resources grade,the total value of grade three,grade four and grade five tourism resources are 3.6354 million CNY,2.1808 million CNY and 727 thousand CNY,respectively.Adopting the questionnaire method and the analysis the result,the optimization strategy of Wuling Mountain GreatRift Valley scenic area should be put forward.