基于CVM的地理标志产品旅游价值评价——以韩城大红袍花椒为例

Assessing the Tourism Value of GI Products Based on CVM—A Case Study of Hancheng Dahongpao Peppercorn

韩城大红袍花椒作为中国首个花椒地理标志产品,对于韩城的旅游发展具有重要意义。以韩城大红袍花椒为研究对象,通过问卷调查数据,采用文献分析法,回归分析法,基于CVM评估方法,分析游客对于韩城大红袍花椒的支付意愿,探究影响消费者支付意愿的因子,分析定性、定量评估这一地理标志产品的旅游价值;运用SPSS数据分析得出影响消费者支付意愿的主要影响因子:性别、职业和受教育水平;次要影响因子:月收入水平;量化分析地理标志产品韩城大红袍花椒的旅游价值。认识旅游开发中地理标志产品保护运用现状,挖掘其在旅游发展中的潜在价值,预测其未来发展趋势,为韩城市旅游提供具有科学价值的参考。

As the first geographical indication product of Zanthoxylum peppercorns in China, HanchengDahongpao peppercorn is of great significance to the tourism development of Hancheng. Taking Hancheng Dahongpao peppercorn as the research object, through questionnaire survey data, literature analysis method, regression analysis method, and CVM evaluation method, the tourists’ willingness to pay for Hancheng Dahongpao peppercorn was analyzed, the factors affecting consumers’ willingness to pay were explored, and the tourism value of this geographical indication product was analyzed qualitatively and quantitatively. Using SPSS data, the main influencing factors affecting consumers’ willingness to pay were identified: gender, occupation, and education level;Secondary influencing factors: monthly income level;quantitatively analyzing the tourism value of the geographical indication product Hancheng Dahongpao peppercorn. Understand the current situation of the protection and application of geographical indication products in tourism development, explore their potential value in tourism development, predict their future development trends, and provide scientific references for Hancheng tourism.