The Practice Research Of Valuing The Tourism Resource Evaluation Of Xinglong Mountain Nature Reserve

For the goods and services on the tangible market, the traditional economics explained the affecting factors of value through demand and supply curve.But the traditional method cannot accurately assess the value of goods and services that not traded on the market. Natural environment is such a kind of resources, don’t use real data to evaluate the value of their market. But these value is real and to provide services to the people. The contingent valuation method and travel cost method is the more common research methods, provide a new research direction for the value of virtual goods or services.This paper use the method of combining TCM and CVM. Evaluating and analyzing the non-use and use value of Xinglong Mountain National Nature Reserve in Gansu province(hereinafter referred to as Xinglong Mountain Reserve), Through the design of the questionnaire understanding environment resource’s personal preference of respondents. Providing scientific decision basis for setting administrate policy. At the same time, promoting the further development and application of CVM and TCM.This paper evaluated non-use values of Xinglong Mountain Reserve with CVM, the total value was estimated to 9210 million per year, of which its existence value, heritage value and option value was 44.02%,42.39% and 13.59%, respectively. The reference analysis is showed that WTP (willingness to pay) was positively correlated with satisfaction and willingness to pay about Xinglong Mountain Reserve. Using the Logit and Probit model, willingness attitudes have the closest relationship with respondent’s age and income, especially for age. At the meantime, using TCM to evaluate the use value of Xinglong Mountain Reserve, the total value is 38218 million yuan per year. Therefore, It is important and necessity that Xinglong Mountain Reserve develop under the reasonable, scientific and sustainable protection.