Research On The Willingness Of Tourists To Pay Ecological Compensation Of Forest Tourisn

Ecological compensation is recognized as an effective policy means to protect the ecological environment.Tourism ecological compensation is a practical measure of ecological compensation in tourism,which has become an important means to coordinate the relationship between tourism stakeholders and ensure the sustainable development of ecologically fragile areas through economic means.Forest ecosystem is an important field of landscape,forest,field,lake and grass.The sustainable development of forest eco-tourism needs to establish and improve a scientific ecological compensation mechanism for forest tourism.It is necessary to explore diversified and market-oriented compensation methods and combine them with government subsidies,which will not only stimulate the market economy,but also enable the ecological compensation mechanism to land effectively for a long time.As an important subject of ecological consumption and resource utilization in scenic spots,tourists play the dual roles of enjoying tourism activities and destroying the ecological environment.Based on the basic principle of ecological compensation of "whoever develops and protects,whoever destroys and restores,and whoever pollutes pays",tourists should bear the responsibilities and obligations required by eco-tourism activities.Therefore,from the perspective of consumer behavior,studying tourists’ willingness preference and willingness to pay for forest tourism ecological compensation will provide a broad space for the implementation of tourism ecological compensation policy,provide reference for local scenic spot managers’ ecological environment protection,and also provide a new perspective and theoretical reference for the study of forest tourism ecological compensation in academic circles.In this paper,the field survey data of tourists in Mengshan National Forest Park are used to carry out research.Firstly,it gives a statistical description of tourists’ willingness to pay,and answers "Who pays?" from the perspective of tourists.How to pay? To whom? " The contingent value evaluation method is used to measure the willingness of tourists to pay for tourism ecological compensation at the level of financial payment and labor payment,and compared with the existing related research results;Secondly,the environmental awareness and moral concern are brought into the classical planning behavior theory to form an extended TPB theoretical model,and the structural equation model is used to test the hypothesis,discuss the influence of tourists’ subjective cognitive factors on the willingness to pay for tourism ecological compensation,and analyze the influence degree and path of different subjective cognitive factors on tourists’ willingness to pay for tourism ecological compensation.Finally,the following conclusions are drawn:(1)In terms of tourists’ characteristics,the main tourists in the scenic spot are groups with free time arrangement and fixed holidays;On the way of payment,tourists are more willing to participate in the support of environmental protection with the necessary expenses such as fare collection or parking,but have a low tendency to eco-tourism products;In terms of the use of funds,tourists’ perception of forest natural scenery is the most direct,and tourists’ preference for the use of funds tends to wildlife protection and vegetation restoration;On the contrary,12.5% tourists refused to pay,mainly because they lacked trust in the transparency and execution of the use of ecological compensation funds,and believed that the excessive price of scenic consumption items already included funds for ecological compensation.(2)Based on the measurement result of willingness to pay.On the level of financial payment,the per capita willingness to pay is 55.26-66.79 yuan/person,and the compensation amount of 5-10 yuan has the most significant influence on the willingness to pay for tourists’ tourism ecological compensation.On the level of labor service payment,tourists’ willingness to participate in tourism ecological compensation in the form of labor service is 2.45 days/person,and the number of labor days within one day has the most significant influence on tourists’ willingness to pay tourism ecological compensation.(3)According to the influencing factors of tourists’ willingness to pay,the three paths from tourists’ perceived behavior control,environmental concern and moral norms to their willingness to pay for tourism ecological compensation have a positive impact on tourists’ decision whether to participate in compensation at the level of 5% and 1 ‰ respectively.According to the size of the path standardization coefficient,the degree of influence is indicated.Environmental concern is the key factor affecting their willingness to pay,moral norms are the important factor affecting their willingness to pay,and perceptual behavior control is the effective factor affecting their willingness to pay.According to the above conclusions,the following suggestions are put forward to coordinate the relationship among tourism stakeholders and ensure the sustainable development of tourism through tourism ecological compensation measures in scenic spots:(1)make efforts to promote policies to diversify the channels for tourists to participate in compensation;(2)The scenic spot guides participation and strengthens the sense of ownership of tourists;(3)Creating an environmental atmosphere to enhance tourists’ sense of responsibility;(4)Multi-agent interaction,and actively promote the benign interaction of "tourists-enterprises-government".