Evaluation Of Non-use Values ​​based On CVM Jinsha Ruins Tourism Resources

Being the record of historical development and social civilization, site has a profound cultural heritage. The premise of developing and utilizing site is the valuation of it. Domestic scholars mostly focus on the consolidated value, protection and development, the development model of site. From related cases, domestic researches are less involved in assessing the economic value of site.Taking Jinsha site as research object, this paper chooses CVM for the evaluation technology by combing the related case studies, designs and investigates the willingness to pay of tourists on protection of Jinsha site, measures the non-use value of it. Based on the literature review, this paper defines tourism resources, tourism resources of site and the non-use value of it, analyzes the theory of CVM, the limitation of it, the difficulties of assessing the value of site tourism resources, and the choice for CVM technology. This paper chooses WTP as the key indicator, adopts enclosed questionnaire and payment card format to guide respondents to express their willingness to pay.This paper describes in detail the design of CVM research of Jinsha site. The questionnaire surveys relevant variables of tourists, constructs a hypothetical market, designs the core valuation, and ensures respondents to have a clear understanding of all questions. Through a more successful survey this paper gets basic data, then processes the data by using SPSS, analyzes socio-economic characteristics and consumer behavior characteristics of tourists, the result complies with the general economic theory; analyzes the factors influencing tourists’ willingness to pay and WTP; uses the resident population in Chengdu as the overall sample, then gets Jinsha site’s non-use value of about2.42million Yuan.Based on the non-use value this part puts forward some suggestions:enhancing the value of Jinsha site assessment studies, being adhere to the road of sustainable development path, establishing channels of special funds to protect Jinsha site, strengthen publicity efforts to enhance public awareness of the protection, innovation heritage protection mechanisms.