Using Choice Experiment Method To Assesee Rural Landscape Recreational Value

With the development of society and economy, large-scale urbanization has been taken place in many countryside, meanwhile with the higher living standards, the ability of the urban population to travel and return to homeland is also growing, rural tourism has also been promising.Rural landscape is undergoing tremendous changes in policy and industrial impact. Due to lack of proper planning guidance, rural landscapes of large number places have been destroyed in this process. Multiple problems like city landscaping, over commercialization, rural hollowing occured. These destructive constructions may bring irreversible changes to local heritage landscape. Not only local development will be affected, but also it will bring rurality disappearance.Choice experimentmethod (CE) is a method of assessing environmental goods, which emerging in recent years. Ithas been used in traditional marketing research model and transportation sector long time ago, CE has advantages in terms of attributes value and effectiveness of research, and make respondents be closer to the "real consumption" environment. This paper intends to takeCE to explore the recreational value of the rural landscape, and the value of the status of the different landscape attributes. Through Sanshenghuaxiang case study, some conclusions obtained:Men prefer to enhance the supply of local residential buildings and features accommodation than women; women prefer to improve service landscape facilities than men; bettted educated tourists hoping to enhance rural life and productive landscape, provided better experience nature education; higher average monthly household income tourists, prefer betterlandscape facilities;higher spending visitors, which the willingness to pay is also higher, but theirwillingness to enhance ecological environment is lower.From the model analysis, due to the release of the IIA restrictions and showing preference heterogeneity, mixed logit model fits and explains better than the condition logit. The importance of landscape attributes in descending order of each model were ecological environment, rural life, country houses and landscape facilities, reflecting the visitors in rural tourism payed more attention on the natural and rural properties. Under the conditions logit model, mixed logit model1and mixed logit model2, when the four attributes meet the best state, WTP will be410.8yuan,391.7yuan and418.8yuan per tourists, which corresponds to the recreational value of Sanshenghuaxiang will be4.93billion yuan,4.70billion yuan and5.03billion yuan. Combined analysis conclusion,specific recommendationson landscape construction and tourism development of Sanshenghuaxiang areproposed.