A Study Of The Payment Willingness Of Economic Value For The Tourism Resources Of Avoiding The Haze

With the rapidly development of the tourism industry in our country, people begin to increase the understanding of tourism resources. As the basis and carrier of implementing tourism activities, tourism resources are the essential conditions for the tourism development and have already been the hot issue in tourism research area. While, the current studies about the tourism resources mainly focus on the scale, quantity, rank, development condition etc., neglecting the resources’value.At the background of the haze influence and its harm, following the research thought of "theoretical research-application of empirical", we combine the present market practice of "haze hiding tourism" and put forward the concept of "haze hiding tourism resources", and also make it our research object.Firstly, from the theory angle of utility value, we elaborate the value existence rationality of the haze hiding tourism resources and then build a system constitution for its economic value.Secondly, with the method of CVM, we issued 600 questionnaires to the tourists in Zhoushan city and recycled 552 effective questionnaires, with the efficient being 95%.Using the SPSS 19.0 analysis tools, we get the results that the tourists’ expected number of the payment willingness of economic value for the tourism resources of avoiding the haze is about 301 RMB per person in Zhoushan city in 2015 and the total economic value is about 17.898 billion Yuan. With the help of dichotomy Logistic regression model, we analyzed the sensitivity factors and its impact strength of the tourists’ payment willingness of economic value for the tourism resources of avoiding the haze, which consists of the use value, choice, heritage value, existence value etc., and then compared the similarities and differences.Finally, specific to the research process and results, we put forward four research suggestions for the exploitation and protection of the haze hiding tourism resources in Zhoushan city:(1) Take a good advantage of the existing resources and fully understand the haze hiding tourism resources’ economic value; (2) Create the experience scene, implement various forms of tourism activities;(3) Expand the propaganda approach, enhance the market awareness of haze hiding tourism resources;(4) Exploit and use reasonably, insist on paying equal attention to the use value and non-use value.