Construct Validity Of CVM On Assessment Of The Recreation Value In Forest Scenic Areas

With a plenty of forest parks turning into a public welfare good,it becomes a realistic problem in management that how to evaluate the recreational value of forest parks in China.As one of the most popular methods to evaluate recreational value in developed countries,Contingent Value Method(CVM)has been applied to assessment of recreational value in recent years by many domestic scholars.Due to the virtual nature of hypothetical market of CVM and the various deviations of research design,that the validity of CVM has been widely questioned in evaluating the value of tourism resources.As one aspect of CVM validity research,construct validity has been gradually concerned by domestic scholars in recent years,including convergent validity and theoretical validity.Construct validity of CVM on evaluating tourism resources need more cases accumulation to be tested due to little attention on body of the method in China,and domestic scholars remained mostly in the method of introduction and case application in tourism resources.In addition,in object selection,most scholars tend to choose some large scenic spot of embedded deviation to do case studies.Although there are some representation in large scenic spot,it is difficult to distinguish type of value of cognition which can be apt to producing nonconsistency on between tourists expressing willingness to pay and the value types of object owing to the complex composition of the value in large scenic spot.The paper takes Fuzhou national Forest Park as an example to test the construct validity of the CVM in the evaluation of forest recreation value which the embedded bias is relatively small and the value composition is relatively simple based on the the reasonable bias and improved effectiveness in program design.First of all,TCIA are used to test convergent validity of CVM,and then various regression models are applied to examine the theoretical validity of CVM.Finally,there are a series of discoveries.In terms of convergent validity,the recreation value of Fuzhou national Forest Park is 1397.26 million Yuan by TCIA,while the recreation value is 180.17 million Yuan using of CVM,which indicates that it is lower than large scenic spots compared to several famous research cases in China,because of the structure of the scenic forest recreation value is relatively single.The recreational value of TCIA is 7.755 times of CVM,which shows that the convergent validity of CVM is poor,but compared to a few famous case studies in China,the convergent level is relatively good.We can never deny it still has a tendency to underestimate the value of tourism resources.In aspect of theoretical Validity,we have more in-depth study.The theoretical validity of CVM in the evaluation of forest scenic area is good.The research is consistent with the economic theory and it can give a reasonable explanation in real life.Whether willing to pay of eliminating sample selection bias or payment of retaining the full sample are subjected to the constraints of the income level.Payments are easier constraints than the willingness to pay by the feature of tourists and evaluation object due to flattery deviation,namely the willingness to pay of tourists may be more inclined to express preference instead of the real purchase willingness.Urban residents have better quality recreational alternatives for the higher life style,which results in a lower willingness to pay or amounts of payment.Marginal willingness and amounts of pay are the most strong among occupations which states clearly the most true willingness to pay probably about the persons in public sector.Occupation of retirees will have a negative impact on the willingness to pay and the amount of payment due to income constraints compared with other people.Although the impact of distance on the amount of payment is not significant(Tobit model),but it find that tourists' amounts of pay increases as the distance decreasing form National Forest Park of Fuzhou on the point of view of regression coefficient.The theoretical validity of CVM assessment of forest area is verified and convergent validity in forest scenic spot is relatively good compared with large scenic spots,but it is difficult to get a good result for taking Fuzhou national Forest Park as an example.Therefor it has also need to use a variety of different types of introduce technology and more studies in different forest scenic spots to test the construct validity.Otherwise,whether CVM can be widely applied to the evaluation of forest recreation value,it is necessary to take into account other evaluation criteria.we have capture the future research direction.