Information Deviation Test for CVM Evaluation of Recreation Value of Forest Scenic Spot

AN Ran;YANG Minfang;LAI Qifu;Dongfang College of Fujian Agriculture and Forestry University;College of Management ( College of Tourism) of Fujian Agriculture and Forestry University;

forest scenic spot;;contingent valuation method;;single boundary dichotomy;;information deviation

⑴ Background——Contingent Valuation Method(CVM) has been widely used as a non-market value evaluation method.However,various deviations affect the reliability and validity of CVM theory.Information deviation test is an important part of CVM reliability test,but there are few studies in this field.⑵ Methods——Using the questionnaire based on CVM single boundary dichotomous WTP-induce technology,the recreational value of Fuzhou National Forest Park was investigated in 2017,and 714 valid samples were obtained.Probit regression model was established to empirically study the quantitative relationship betweeen tourists' WTP and tourists' familiarity with forest parks,and test whether there exits information deviation in evaluating the recreational value of forest park by CVM.⑶ Results——①Tourism experience and tourist origin have no significant effect on willingness to pay.The corresponding P values of the regression coefficients of tourism experience(x_1,x_2) are 0.284 and 0.801 respectively,not significant at the level of 10%.The corresponding P values of the regression coefficients of tourist origin(x_3,x_4) are 0.372 and 0.179 respectively,also not significant at the level of 10%.The hypothesis H_1 and H_2 are rejected.②The impact of bid(b),income(x_5) and satisfaction(x_6) on willingness to pay is in line with expectations.The regression coefficient of bid(b) is-0.0116(P=0.003),indicating that the bid value is negatively correlated with tourists' willingness to pay at 1% level.The regression coefficient of income(x_5) is 0.1194(P= 0.084),indicating that there is a significant positive correlation between income and tourists' willingness to pay at 10% level.The regression coefficient of satisfaction is 0.2820(P= 0.008),indicating that satisfaction is positively correlated with tourists' willingness to pay at 1% level.③ Occupation(x_(13)) has a significant positive effect on willingness to pay at the level of 10%(coefficient is 0.5139,P is 0.092),which means that the willingness to pay of tourists with stable work is significantly higher than that of other tourists.④The influence of gender(x_8) and residence(x_(16)) on tourists' willingness to pay is significant.The regression coefficient of gender(x_8) was-0.2109(P=0.087),which is significantly lower than 0 at the level of 10%,indicating that the willingness to pay of male tourists is significantly lower than that of female tourists.The regression coefficient of residence(x_(16)) is 0.3022(P=0.097),which is significantly higher than 0 at the level of 10%,indicating that the willingness to pay of tourist living in cities is significantly higher than those living in suburbs or rural areas.⑤The influences of other control variables including age(x_7),culture level(x_(10),x_(11),x_(12))and professional ranks(x_(14),x_(15))on tourists' willingness to pay is not significant at the level of 10%.⑷ Conclusions and Discussions——The experience and origin of tourists can be used as an important variable to test the deviation of information.Under better design and control of questionnaire content and investigation process.Job stability helps to improve people's willingness to pay.Suggestions:①The information variables such as tourist experience,origin,tourists' specialty and knowledge should be put into the CVM questionnaire to identify the existence of information deviation.②Prior to the questionnaire,full communication with the tourists should be made to avoid information deviation.③Further research on other similar forest scenic spots should be conducted.