| This study is mainly basing on two aspects.Firstly,traditional tourists treat tourism resources(TR)as sustainable resources,over-consume tourism resources and overuse or misuse the tourism environment.As a result,site degradation,environment pollution,destruction of cultural relics,disturbance of social order all have emerged. Additionally,in the process of tourism resource exploitation and tourism development, different stakeholders are pursuit of their own benefits without eco-consideration. Developers seek maximum economic benefits.Tourists pursue the greatest satisfaction.Residents get economic,cultural and social benefits but lose environmental comfort.Governments focus on their economic earnings but ignore environmental profits.All of these stakeholders urge the environmental problems. Overall,all the environmental problems have appeared mainly because stakeholders don't understand the value structure or value classification of tourism resources and how much the values are.So valuation for tourism resources is urgent,significative and important.Secondly,pricing for the world heritage sites is increasingly concerned.But there are no suitable and quantitative methods for entrance fee setting.Entrance fee for some scenic spot is the mirror of its tourism resources.And tourism resource quality must be assessed as tourism resource values.So valuation for world heritage tourism resources is also urgent,significative and important.Accordingly,basing on the value systems of environmental resources,tourism resources,and heritage resources national and international,we establish a rational value structure system for world heritage tourism areas or destinations.And we compare with all of the methods in evaluating the values for the three kinds of resources mentioned above to find out the most suitable measuring method for each value.Besides,we make cultural sights of Jiayuguan as a study case to evaluate its recreational value(RV)and non-use value(NUV)as well as other use values. Accurately,TR here specially means material tourism resource not the intangible resources.Cultural Sights of Jiayuguan includes Jiayuguan Pass Town Cultural Sights, Suspending Great Wall on Heishan Mountain,No.1 Mound of Great Wall. Using multi-destination ZTCM(zonal travel cost method),we have come to the conclusions that Jiayuguan's RV in 2006 includes domestic and abroad,sum up to 7.384762*10~8RMB.According to another couple of questionnaires,we come to the results for other use values and total use value.Using CVM(contingent valuation method)to estimate non-use value of tourism resources of Jiayuguan cultural sights.In 2006,the average WTP(willingness to pay) is 34.83 RMB per person.The total non-use value is 127.1191×10~8 RMB.The existence value is 45.2925*10~8RMB,optional value is 36.2544*10~8RMB and the bequest value is 45.5722*10~8RMB.Non-use value results suits the characteriatics of Jia's heritage tourism resources.Because it also needs to consider tourist satisfaction(TS)for pricing for the scenic spots.We make a study in TS for Jiayuguan's tourists.Applying SERVQUAL method to estimate TS for Jia's tourists.We come to low scores for each item and total TS.It's necessary to promote TS in service quality,reception establishment and tourism prices of the traditional six items in tourism(e.g.eating,accommodation, transportation,travel,shopping and relaxation).According to the total value(TV)and TS,we can establish the assess costs(e.g. entrance fee)for Jiayuguan Pass Town Cultural Sights.Only in accordance with resource value and tourist satisfaction,the reasonable entrance fee is about 45 RMB per person each time.Just from the economic consideration of tourists,the entrance fee is 4 RMB.Further studies must be carried out.What factors can affect the values as time goes on? Watching on the results for values in different years and searching for the best methods for each value are the most important tasks.Improvement in TS measuring methods and better methods for pricing for scenic spots are also essential. |
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