The Comparison Study On The Effect Of Tourist Perceived Value On Recreational Value Assessment Of Agricultural Landscape Through Travel Cost Method

Currently, on the one hand, the traditional agricultural landscape are facing with great loss due to the rapid urbanization and improper construction of new countryside; on the other hand, rural tourism and agricultural tourism based on the traditional agricultural landscape are developing rapidly due to the isolation of urban and countryside. In this context, how to understand the value of the agricultural landscape correctly, how to understand the real potential value of the agricultural landscape, have become a necessary precondition in the conservation and utilization agricultural landscape resourcesRecreational value assessment is such a scientific and effective tool to make it true, it plays an important role in the protection, management and planning of tourism resources. While the premise of understanding the value is to what extent the assessment results are correct, so how to improve the accuracy of the assessment results has been a difficult topic of tourism, environmental economics and many other disciplines. Many academic scholars have worked hard to improve the Travel Cost Method (Travel Cost Method, TCM), which is most widely used in the field of value assessment methods, thus making a scientific contribution to improve the accuracy of the assessment results. In order to further improve the accuracy of the assessment results, in addition to selecting assessment methods, there is a need to do in-depth analysis of recreation demand factors, which are supposed to affect the results in varying degrees.Tourist perceived value, as a typical social psychological factor, can be well involved in observing its influence on the evaluation results. Related research have showed that tourists’perceived value is an important factor affecting recreational demands, which can be incorporated into recreational value assessment model. This will not only expand the research of the perceived value, but more importantly, reveal the impact mechanism of how the social and psychological factors affect the valuation results, improve the accuracy of the assessment results, and further improve the theoretical system of economic value accounting of tourism resource.From the perspective of tourists’perceived value, this paper take two different types of agricultural landscapes-Hunan Zhangguying village and Yunnan Yuanyang terrace-as a case study, and estimate the differences of to what degree the tourists’perceived value will change the valuation results in this two cases based on two basic model ZTCM and ITCM, and then propose the mechanisms for the effect of tourists’perceived value on recreational value assessment.The study found that:The impact of tourists’perceived value on valuation results in Zhangguying village was bigger than that of the Yuanyang terrace, and the impact showed different performance between the two models, these differences of impact revealed that:(1) The richer human resources, lower development level of tourism destination and resources’grade, the greater impact of tourists’perceive value on assessment results; (2)The lower level of tourists’perceived value, the greater impact on the evaluation results, because the level of perceived value reflects the level of tourism development, so this in turn confirm the first explanation;(3) Tourists’perceived value showed more zonal differences in the agricultural production landscape, while show more individuals differences in agricultural settlement landscape.The results above have showed that in order to improve the accuracy of valuation results, it is wise to take into account the impact of tourists’perceived value on the recreational value assessment. Based on the assessment results and the contents of tourist’perceived value of different cases, this paper propose some advices in respect of optimize management strategies for the further development of destination respectively.