基于选择实验和陈述属性不出席的旅游资源非市场价值研究——以“长岛渔号”国家级非物质文化遗产为例

A Study of Non-Market Value of Tourism Resources Based on Choice Experiment and Stated Attribute Non-Attendance:A Case Study of Changdao Fishermen’s Work Songs as a National Intangible Cultural Heritage

选择实验(Choice Experiment,CE)是旅游资源非市场价值评估的核心方法,属性不出席(Attribute Non-Attendance,ANA)是CE的重要偏差。文章以“长岛渔号”国家级非物质文化遗产旅游资源为研究对象,首先,通过文献梳理、半结构式访谈和焦点小组讨论,确定了“长岛渔号”的表演、体验、宣传、传承、精神和一次性捐款6个属性及属性分级,并采用游客面对面调查的方式收集CE数据。其次,运用带误差项的随机参数logit模型进行数据分析,通过将陈述ANA信息纳入数据分析中,对比考虑陈述ANA和不考虑陈述ANA的游客对“长岛渔号”属性的偏好和支付意愿结果的差异。结果表明:(1)仅有28.59%的受访者在做选择时考虑了所有属性,大部分受访者至少忽略了一个属性,其中,一次性捐款是最容易被忽略的属性。(2)与不考虑陈述ANA的带误差项随机参数logit模型结果相比,考虑陈述ANA的模型没有改变“长岛渔号”属性“传承>表演>宣传>体验>精神”的重要性顺序,但得到了略优的拟合优度和更低的支付意愿估计值。同时,两个模型结果在受访者属性偏好方面具有较高的一致性和稳健性。研究建议:ANA对支付意愿的估计结果产生了重要影响,旅游资源非市场价值CE研究中应将ANA作为一个重要问题进行考虑。

Choice Experiment(CE)stands as a fundamental method for assessing the non-market value of tourism resources.Within CE,an essential consideration is attribute non-attendance(ANA),which may introduce bias.This study focused on the national intangible cultural heritage tourism resource of Changdao Fishermen’s Work Songs.First of all,through literature review,semi-structured interviews with various stakeholders of Changdao Fishermen’s Work Songs,and focus group discussions,six attributes and attribute hierarchies were identified:performance,experience,advertisement,inheritance,spirit,and one-time donation of Changdao Fishermen’s Work Songs.CE data were collected through face-to-face surveys of tourists.Secondly,random parametric logit with error component(RPL-EC)model was employed for data analysis.By incorporating stated ANA information into the data analysis,this study compared the preference and willingness to pay(WTP)for Changdao Fishermen’s Work Songs between respondents who considered stated ANA and those who did not.The findings revealed that:(1)Only 28.59%of respondents considered all attributes when making choices.A majority of respondents tended to overlook at least one attribute,with one-time donation being the most frequently disregarded attribute.(2)Compared with the model without ANA,the model incorporating stated ANA did not alter the order of attribute importance,which remained as follows:“inheritance>performance>advertisement>experience>spirit”.Nevertheless,it yielded slightly better goodness-of-fit and lower WTP estimates.Meanwhile,both models exhibited a high degree of consistency and robustness regarding respondents’attribute preferences.In light of these findings,it is recommended that ANA should be considered as an important factor in CE studies assessing the non-market value of tourism resources,as it significantly impacts the estimation of WTP.