The Research On The Value Evaluation Of Cultural Hetitage Tourism Resource

Cultural heritage tourism resource is more importmant content in tourism abilities because of its histotical,social, unduplicated characters.But then, the value of cultural heritage tourism resource was discussed by objective charaterics, classified standard, and rarely from economic or monetary analysis evaluation.Because the goods was classified into two kinds in enviormental economic:the one is producting market,which is reflected by market;the other one is non-market products,which isn’t reflected by market because of lack of trading environment. Cultural heritage, which is an outcome under specific historical conditions,can’t be derived its value from the time of the market transactions, and also can’t estimate the value of the market from now.As national wealth,it is fit to the characteristics of non-market goods,so how to estimate its value is Realistic Significance.However, cultural heritage is no value or low because it can’t be reflected value from market. From the viewpoint of ornamental character, research, cultural heritage satisfies people’s basic needs;in other words, It has great economic value.First, based on the related theory,concept of environmental economics, welfare economics, the author sorted research progresses worldwide of evaluation tourism resource,including research methods,research contents,and make a study of history;Second, defining connotation and extension of research objects and constructing evaluation system of cultural heritage tourism resources. The author started with the idea of "Cultural Heritage". deeper studly, and combined with previous work,then according to the particular attribute of cultural heritage tourism resources, the author puted forward to a new evaluation system;Third, measures of performance.Travel cost method (TCM) and Contingent valuation method(CVM) are the most impormant methods in environment resource economic value assessment,systemly introduction research method of TCM and CVM.Through summarizing previous theory and models, the author analyzed suitability model.The author cost allocation proposed improvement about travel cost, multiple-destination-based in TCM method,and brought gravity of travel cost and tour time as equilibrium factor.More importmant, the author firstly separately calculated the travel cost of non-team tourist and team tourist from the same zone,and multiplied gravity of non-team tourist and team tourist from the same zone,which was the mean travel cost in the same zone to decreasemetering error;And change linear function to several functions to get tour demand curve,then select the best fitting curve.Induction is the key in application of CVM.There are five inductions:putting questions, bidding game,dichotomous choice,open-ended,payment card.Selecting induction should be considered the tourists’respondent,rather than mathematic statistics.In other words, There was not obviously different in inductions.In the pre-investigation,the author choosed payment cark and open-end as induction,and found that open-end induction was given up beseuase of the lower accuracy. Maximum brand equity method was used to calculate brand equity to highlight the tourists’contribute to brand value.Combined with cultural heritage resources,the author made a slightly adjusted the formula,bringing Adjusting Coefficient and Discount Rate.Fouth, empirical study.In order to test the application of methods, the paper choosed Emperor Qinshihuang’s Mausoleum Site Park as example,because of its typical representative of the cultural heritage tourism resources, to give a use for reference to the others.①TCM is used to evaluate recreational value,2974.962million yuan,and the result is ideal.However the result just represented in2012,based on investigations. With time and datas, the result may change;②Maximum brand equity method is used to evaluate brand value,161.9069million yuan. As a world-class tourism resource, the result reflected that the low premium was affected the result;③CVM is used to estimate non-use values,1600million yuan,according to different samples.