Tourism Attributes Value Evaluation And Preference Heterogeneity Analysis In Hulunbeier Grassland Based On Choice Experiment

Ecotourism is a tourism way that promotes the coordinated development of economy and nature,and has become the mainstream way of tourism today.Nature reserves are natural concentration areas of ecosystems as well as rare and endangered species of plants and animals.Many nature reserves become natural sites for ecotourism activities because they combine original and rich natural resources with historical and cultural resources.The Hulunbeier Grassland contains a number of nature reserves.At the same time,it has become an ideal ecotourism destination with various natural landscapes,abundant animal and plant resources and special folk culture.Therefore,it is very important to develop the attributes value of grassland ecotourism products,provide tourists with a high-quality tourism experience and upgrade natural,educational and cultural aspects of Hulunbeier tourism as a whole.The Dalai Lake National Nature Reserve,the Honghuaerji Pinus Sylvestris Forest National Nature Reserve and the Jinzhanghan Mongolian Tribe were slected as research sites on the Hulunbeier Grassland.Based on the connotation and characteristics of ecotourism and tourist experience process,applying choice experiment analyzes the tourists attribute preferences on ecology,folk culture,interpretation and accommodation experience and evaluates the WTP and WTS of attributes.Then the preference heterogeneity of tourists' WTP and WTS and tourists latent class were explored.The main research conclusions are as follow:(1)Tourists prefer Hulunbeier grassland tourism programme with all attributes promotion:material and folk culture experience;ecology experience of grassland,forest and wetland;bidirectional interpretation;accommodation with grassland characteristics.The attribute preference model based on willingness to pay shows that tourists prefer ecology experience most,and the sum WTP is 2008.35?.The attribute preference model based on willingness to stay shows that the tourists prefer the accommodation experience most,and the sum WTS is 3.46 D.(2)The tourists' WTPs of Honghuaerji Nature Reserve,Dalai Lake Nature Reserve and Jinzhanghan Mongolian Tribe were 2601.39?,2476.65? and 1788.65?,respectively.Based on the willingness to pay,the attribute preference in Jinzhanghan Mongolian Tribe was ranked as ecology>interpretation>accommodation>culture experience while it ranked as ecology>accommodation>interpretation>culture in Dalai Lake and Honghuaerji Nature Reserve.But nature reserves have no preference for culture attributes.The tourists' WTSs of Honghuaerji,Dalai Lake Reserve and Jinzhanghan Mongolian Tribe were 3.77 D,3.54 D and 3.55 D,respectively.Based on the willingness to stay,tourists chosed tourism programme with all attributes promotion in Dalai Lake and Jinzhanghan Mongolian Tribe while only prefer ecology and accommodation attributes in Honghuaerji.(3)In WTP LCM model,tourists can be divided into ecology-preference type,overall promotion-preference type and non-preference type.Ecology-preference type(66.9%)accounted for the most.In WTS LCM model,tourists can be divided into overall promotion-preference type,ecology&accommodation-preference type and no preference.The overall promotion-preference type(49.2%)and ecology&accommodation-preference type(44.7%)dominated.