游客对自然保护区生态旅游资源的支付意愿及影响因素研究—以呼伦湖自然保护区为例

摘要

为了研究游客对保护区生态旅游资源的支付意愿及影响因素,本文以呼伦湖自然保护区为例,使用条件价值法(CVM)研究了游客对呼伦湖自然保护区的生态旅游资源保护的支付意愿.采用实地调研方式,使用双边界问题启发技术对被调查者进行支付意愿的调查,共发放调查问卷800份,回收有效问卷708份.通过引入10个变量以进行数据录入及探索性因素分析,并在模型中引入了社会信任因素及游客保护区意识因素,通过两个报价得到第一报价方程和第二报价方程.研究结果表明:1、2015年,游客对呼伦湖保护区生态旅游资源保护的支付意愿为14710389元,大多数的被调查者(79.9%)愿意为了保护保护区生态旅游资源进行捐款,21.1%的被调查者反对支付,被调查者反对支付的主要原因是认为保护保护区的生态旅游资源应该是政府的职责;2、两个报价方程中,收入和被调查者的保护区意识对支付意愿具有极其显著影响(p<0.01),对保护区管理部门信任度对支付意愿具有显著影响(p<0.05);3、为了进一步提高游客对保护区生态旅游资源的支付意愿,增加游客的信任感,保护区管理部门应进一步理顺管理体制和资金机制,如引入第三方监督机制、建立资金台账制度等方法,改变目前"一地多牌"的管理体制,同时对游客进行生态知识的教育和宣传.%We examined the Hulun Lake protected area (HLPA) and tourist willingness to pay (WTP) for ecotourism resources using the contingent valuation method (CVM). Eight hundred questionnaires were distributed in the HLPA and 708 questionnaires were collected. To establish the relationship between variables and WTP, 11 variables were incorporated into the model. Social trust factors and awareness factor were for the first time applied to the models, and two bid equations were obtained by the first and second bid. We found that tourist WTP for ecotourism re-sources in the HLPA was CNY 14 710 389 in 2010, indicating that tourists have a large WTP for protected area ecotourism resources. Most tourists (79.9%) were willing to pay for ecotourism resources and 21.1% tourists were unwilling to pay. The most common explanation for unwillingness to pay was that it was the government's respon-sibility, influenced by special social and economic characteristics in China and indicating that Chinese residents lack resource protection awareness and participation. Income and the awareness of being in a protected area most significantly affected WTP. Trusting protected area authorities significantly affected WTP. Tourists' satisfaction af-fected WTP negatively in the first equation and WTP positively in the second equation. These results reveal that tourists had large WTP for ecotourism resources. To improve the WTP for ecotourism resources, the protected area management department could use third-party monitoring mechanisms and accounting systems to strengthen tourists' trust, and increase ecological education and modify the "one site, several brands" management system.