休闲农场非使用价值评估及支付意愿影响因素分析*——以千江月休闲农场为例

THE EVALUATION OF NON-USE VALUE ON LEISURE FARM AND ANALYSIS OF INFLUENCING FACTOR ON WLLLING TO PAY* ——TAKE QIANJIANGYUE LEISURE FARM FOR EXAMPLE

关键词:  休闲农场非使用价值支付意愿条件价值评估方法

Key words:  leisure farm  non use value  willingness to pay  conditional value assessment

摘要:

［目的］休闲农场的非使用价值是其总价值的重要内容，准确评估其非使用价值对于促进休闲农场的可持续发展具有重要意义。游客支付意愿的高低直接影响非使用价值的评估，探究游客支付意愿的影响因素对提高游客支付意愿具有重要意义。［方法］文章从游客认知因素，休闲农场自身软硬件条件等因素综合探究其对支付意愿的影响，并以千江月休闲农场为例进行实证分析，采用CVM方法评估其非使用价值并利用Logit模型分析支付意愿的影响因素。［结果］休闲农场年支付总额即休闲农场非使用价值估测在78868 24万～91461 04万元； 游客的认知程度对支付意愿影响显著，休闲农场的软件硬件环境因素也对游客的支付意愿产生显著影响。从影响效应来看，休闲农场住宿条件，以及认知因素中农场生态环境保护责任主体意识对游客支付意愿影响最大。最后，还提出了游客对不同意愿支付水平的临界标准。［结论］该文从提高公众认知度，改进农场软硬件条件以及重视个性化建设等方面提出政策建议。

Abstract:

The non use value of leisure farm is the important content of its total value. Accurately evaluating the non use value is important to promote the sustainable development of leisure farm. The level of tourists′ willingness to pay directly influences the evaluation of non use value. Exploring the influencing factors of tourists′ willingness to pay has great significance to increase tourists′ willingness to pay. This paper comprehensively explored the tourists′ willingness to pay from the tourists′ cognition factors, leisure farm′s own hardware and software conditions and other factors, and then took Qian Jiang Yue leisure farm as an example for empirical analysis. In this paper, we took CVM to evaluate the non use value of leisure farm and used Logit model to analyze the influence factors of payment intention. It showed that the total annual payment , i.e., the estimated non use value of leisure farm, was 788 682.4~ 914 610.4 yuan. The cognitive degree of tourists had a significant impact on the willingness to pay, and the software and hardware environment of leisure farm also had a significant impact on the willingness to pay. From the perspective of influence effect, the accommodation and the subject responsibility consciousness to protect the ecological environment had the biggest influence on the willingness of tourists to pay. Finally, the critical standard of tourists′ willingness to pay was put forward. According to the results of empirical analysis, the paper put forward policy suggestions from the aspects of improving public awareness, improving the software and hardware conditions of farm and attaching importance to personalized construction.