游客对乡村旅游生态补偿的支付意愿及其影响因素研究——以肃南几处景区的实证调研为例

Tourists’Willingness to Pay Ecological Compensation for Rural Tourism and its Influencing Factors:Take the Empirical Investigation of Several Scenic Spots in Sunan as an Instance

乡村旅游活动依托于当地的生态景观资源和乡土文化吸引游客,游客生态补偿的支付意愿对构建景区生态补偿机制,促进旅游可持续发展至关重要。选取生态脆弱区肃南县几处乡村旅游景区为案例地,采用条件价值法(CVM)对游客旅游生态补偿支付意愿进行测算,并运用二元Logistic回归方法分析生态补偿支付意愿的影响因素。结果显示:2019年肃南裕固族自治县康乐草原游客旅游生态补偿支付意愿值相对较低;游客的支付意愿与其经济、职业、教育层次呈正相关;游客的旅游生态补偿支付意愿受主观规范、游憩功能感知、人文环境认知、生态环境认知等因素的影响,影响程度依次降低。

Rural tourism activities rely on local ecological landscape resources and local culture to attract tourists,and the willingness to pay for ecological compensation of tourists is very important to the construction of ecological compensation mechanism for scenic spots and the promotion of sustainable tourism development.Taking several rural tourism scenic spots in Sunan as case sites,the contingent value method(CVM)was used to measure the willingness to pay ecological compensation for tourists.The influencing factors of ecological compensation willingness were analyzed by using the binary logistic regression method.The results showed that the willingness to pay for ecological compensation in Kangle Grassland of Sunan Yugur Autonomous County was relatively low in2019.The tourists’willingness to pay was positively correlated with their economic,occupational and educational levels.The willingness to pay ecological compensation was affected by subjective norms,recreation function perception,humanistic environment cognition,ecological environment cognition and other factors,and the degree of influence decreased in turn.