Comparison Research About Tourists’ Willingness To Pay And Willingness To Accept Of Recreational Impacts Restoration In Ecological Environment

With people’s growing demand for tourism, tourism development, especially recreation activities have impact on the environment of scenic spots. And so It is necessary to let the public, the scenic managers and the tourism planners realize the loss caused by tourism development. And that is an effective way for the public to hold a more cautious attitude toward the scenic environment. Contingent Value Method (CVM) is one of the most famous methods in the field of environment value evaluation. CVM includes two concrete implementation ways, willing-to-pay (WTP) and willing-to-accept (WTA).The debates between the two are not stopping all the time at home and abroad. Therefore, the research chooses Beijing Fragrant Mount as the example site, according to the face to face questionnaire survey, discusses tourists’ WTP and WTA for Beijing Fragrant Mount recreation impact restoration bases on tourists’ perception on the impacts. And the most important is to find the differences between WTP and WTA. Further more, the study tries to find if recreation impact factors have effects on WTP and WTA. The results try to show the applicability of the recreation impact assessment using WTP and WTA, and make CVM study more reasonable and scientific.In concrete implementation, hypothetical markets of WTP and WTA assessments are bulit, and method of payment card as induction technology is selected.450 effective questionnaires are collected. In the evaluation stage, nonparametric method and parameter method are adopted. The combination of the two methods show that WTP is 17.79 yuan per person, and WTA is 26.40 yuan per person, the ratio of WTA/WTP is 1.48. The asymmetry of WTA/WTP is weak, which is consistent with the results of previous researches, and the gap between the two is in the acceptable range. According to the tourist amount of Beijing Fragrant Mount in 2015, its loss is from 8.8925 million yuan (based on WTP) to 13.20125 million yuan (based on WTA). In parameter method evaluation, WTP is 19.22 yuan per person without recreation impact perception factors, WTP is 15.24 yuan per person with recreation impact perception factors, the gap is 3.98 yuan per person; WTA is 28.85 yuan per person without recreation impact perception factors, WTA is 23.43 yuan per person with recreation impact perception factors, the gap is 5.42 yuan per person. WTP and WTA with recreation impact perception factors are both less then no recreation impact perception factors, which mean that recreation impact perception factors make influence on both WTP and WTA. And the result also shows that WTP interviewees show more obvious recreation impact perception.WTP and WTA samples are separated from the same general sample. There are great similarities in terms of basic information, influence factors between the two. In addition to recreation impact perception factors, family average monthly income, education degree and travel rate all affect WTP and WTA significantly. The above analysis shows that the two separate samples have good comparability. And the comparative study shows that both can be used to estimate recreation impact value, but the tourists do not have a high level of recreation impact perception, which stays in general perception level, and WTA is affected by the payment medium, repayment rate at the same time. What’s more,WTA is more suitable for evaluating objects which have obvious influence on respondents. So this study conservatively think using WTP results is more representative.Based on above research, recreation impact repair and supervision related Suggestions are put forward, which mainly includes ecological environment recreation impact repair and management mode, environment repair plan, site management plan, and visitor management plan.