Analysis On Perception And Payment Willingness To The Non-use Value Of Leisure Farm Based On Tourists' Perspectives-An Example Of Longjia Leisure Farm

With the rapid development of economy and city urbanization,and the improvement of people's living standard of the city,more and more problems began to appear,people's consumption concept has changed,the leisure agriculture tourism has become a new place for people's leisure.The development of social economy,the demand of the market,the increase of people's income and the constant adjustment of the national legal holiday,the new opportunities brought by the development of leisure agriculture.However,driven by the interests of more and more operators only pay attention to leisure agriculture benefits in the short term,rational planning and management of ignoring the ecological resources,and the lack of the correct cognition and evaluation of leisure agriculture non use value,the leisure agriculture ecological resources and environmental destruction and a series of problems.To correctly understand and evaluate the non-use value of the resources and environment of the villa,it is conducive to the rational planning of the resources of the hills and the responsibility of the public to protect the resources and promote the sustainable development of the resources.In this paper,we take the dragon mountain villa as the research sampling point,using the contingent valuation method,through the questionnaire survey of the visitors to the mountain villa ecological resources protection payment will,get the basic data of this paper.SPSS software was used to analyze the characteristics of the sample and a number of Logistic regression analysis,the factors affecting the willingness of tourists to pay and the willingness to pay(WTP)were analyzed.Results are as show:(1)interval visitors to Longjia villa ecological resources protectionvalue of willingness to pay for(33.82,39.22)yuan,with annual passenger flow of about 800 thousand Villa/person,that Longjia leisure villa ecological environment of non use value in 1577.37-18 million 292 thousand and 200 yuan.(2)main factors affecting the willingness of tourists to pay Long Jia villa and the WTP value is the tourist education,income,occupation,the degree of knowledge,ecological resources villa villa environment,ticket price,experience design,it is necessary to set the ticket price,to further improve the environmental conditions and innovative experience Villa design to improve tourists' willingness to pay.Finally,this paper summarizes the research problems and deficiencies,and put forward to enhance the perceived value,improve the price perception of tourists,tourists increase pay and willingness to revisit strengthen tourist satisfaction management,to promote long-term healthy development of farm.