| The evaluation of non-market resources, as one hot issue, has been focused on by environmental economics, resource economics, ecological economics, welfare economics and other disciplines. Non-market resources, such as air, lakes, rivers, mountains, forests and other natural resources, can provide important service to mankind. The value of market resources or products can be reflected by market price through market mechanisms and the laws of supply and demand, but the value of non-market resources cannot be reflected by market price for its nonrivary and nonexcludability. So the issue of non-market resources’ evaluation emerges. Recreation resource is one important type of non-market resources. During the process of non-market resources’development, utilization and protection, decision makers and managers often fail to correctly understand or even completely ignore the value of non-market resources. So it results in that non-market resources are undervalued or weakened, and the error or unscientific decisions are caused. In addition, users or managers pay more attention to the changed status of environmental resources, because it can bring about changes of social welfare and scenic spots’value, and this information will directly affect individual demands’changes and management decision’s making.This paper focuses on the evaluation theory and methods of non-market resources, and takes an empirical research on evaluation of FuJiaZhuang coastal park in Dalian. The main contents as follows:Firstly, based on the analysis of the recreation demand curve established by traditional TCM, the abbreviation of Travel Cost Method, it has been found that under the. traditional assumptions, the elasticity of recreation demand will change, consumer surplus will also change, and consumer surplus may be underestimated.Under above-mentioned background, this paper builds a more general model, which not only includes the variables considered in traditional TCM, and adds the variables of affecting tourists’experience perception. Under the influence of these variables, the elasticity of demand of tourists will change according to the experience perception. According to the model called as "Evaluation model of coastal park based on social experience", and combined the RP and SP data, we can measure the scenic area tourist’s consumer surplus more accurately, according to the evaluation model of coastal park based on social experience, and taking the coastal park of FuJiaZhuang as a research object, we established coastal and recreational demand model including the variables considered in traditional TCM and variables of affecting the tourists’experience perception. In addition, we added scenarios of "Adding activity space","Limiting numbers of admission","Adding parking space" and "Regulating the behavior of recreation" to this model, and estimated the demand model of crowding perception under varying environmental conditions, consumers’surplus and scenic spots’value. The results show that four scenarios all can effectively reduce crowding perception, and can significantly increase the demand of coastal recreation. Along with the reduced crowding perception, price elasticity will be reduced, and alternative coastal recreation activities for tourists will become less attractive, while, the effect of income on the demand of coastal recreation activities is small. By using the above empirical results, scenarios’social welfare of improved crowding perception and scenic spots’environmental value are estimated. The four scenarios can significantly improve the social welfare of tourists’coastal recreation activities. Regarding the effect of increased social welfare, the scenarios of "Increasing activity space","Don’t make a racket","Downsizing team scale" are more effective than the scenarios of " Adding parking space "," limiting the number of admission ". In the end, taking advantage of the tourists’number every year, coastal park’s values of each scenario are calculated under different conditions.Secondly, For we can only calculate the average WTP, i.e. Willing To Pay, of each kind of environments and resources’attributes based on CVM, the abbreviation of Travel Cost Method, in Logit model, but can’t calculate the marginal value of each kind of environments and resources’attributes in combination. So, the second model called as "Evaluation model of coastal park based on resource attributes" is built, in which choice experimental methods are based on multivariate statistics.Based on utility theory, consumer preferences theory, using choice experiment method, and the specific meaning of parameters in the regression model, we estimate the implicit price and social welfare of attributes under varying environmental conditions, then, sort the values of resource attributes. The results show that from the points of regression effect and the degree of fitting, random parameter Logit model is better than the Logit model. Respondents take a more positive attitude to improve the attributes of environments and resources. Tourists prefer to sort resource attributes for water visibility, beach comfort, the number of biological populations and the number of beach trash. Visitors’ obtained social welfare values per capita is64.82Yuan each time under the scenic status quo (current state). The social welfare of worst state is minus18.18Yuan, and the social welfare value of best environmental state is127.12Yuan. The social welfare value of state1,4,8,9,15is lower than that of current state, although its value of social welfare is positive. The social welfare value of state2,3,5,6,10,11,12,14is greater than that of status quo, it means that the attributes of environment resource have improved trends under these states. Values of each state are shown in Table4.10.Thirdly, taking advantage of the research results of chapter4, and based on the method of cost-benefit analysis, we discuss the feasibility of the project "Protection and Restoration of FuJiaZhuang Coastal Park", and provide analysis method and case support for the same type of project management. The results show that if the state of environmental resources improved from "status quo" to "Status10", under the social discount rate of10%, in the construction and implementation period, the NPV is222.48million Yuan, IRR is24.79%, and the benefit-cost ratio is1.41, so the project is feasible from a financial point of view. Meanwhile, we explore the relation in depth between the changes of benefits, costs, discount rate and NPV, IRR, benefit-cost ratio. It is showed that if the cost is increased by45%, the NPV is minus20.1047million Yuan, less than0, and the benefit-cost ratio is0.97, less than1, overall, this project is not feasible although the IRR is9.87%. If income is decreased by30%, the NPV is-5.987million Yuan, less than0, and IRR reduced to9.46%, the benefit-cost ratio is0.99, less than1, so the project is not feasible.
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