Research On Non-use Value Assessment Of Tourism Resource Assets Based On Conditional Value Method By The Example Of Hongcun Ancient Village

With the continuous development of tourism market,how to balanced development of traveling economy and sustainable development of resources has become the focus of everyone's attention.Value assessment in the field of tourism resources has also begun to attract the attention of scholars at home and abroad,becoming one of the hot spots in the evaluation of the value of resource assets.For the purpose of perfecting the value system of tourism resource assets,this paper studies the non-use value of tourism resource assets.The value of tourism resources is mainly composed of the use value and the non-use value,of which the non-use value,as the value that has not been used by people for the time being,may be ignored when the tourism development sets reasonable ticket price and the joint venture develops the converted shares of tourism resources,leading to the undervaluation of the value of tourism resources.At present,most domestic scholars conduct qualitative research on ancient villages,hoping to promote the evaluation of non-use value of ancient village tourism resources by selecting Hongcun ancient village as a case study in this paper.This article through to the domestic and foreign in the field of tourism resource value of the asset assessment,generalizes the research content in the field of ancient villages,the tourism resources,ancient villages,tourist resources asset value is defined,the classification of tourism resources value,analyzes the influence factors of non-use values,from the perspective of value factors affecting on the traditionalevaluation method,the field of tourism resource value method to analyze the applicability,the final choice Condition Value Method is used to evaluate the non-use value assessment of tourism resource assets.Through the theoretical and empirical research on the conditional value method at home and abroad,it is found that the conditional value method mainly builds an imaginary market and,in the form of questionnaire survey,understands people's willingness to pay under some set hypothetical situations,and then estimates the value.Through the questionnaire survey,understanding the real willingness to pay is the key to accurately estimate the value using the conditional value method.'s willingness to pay(WTP)for as much as possible,get real,this paper puts forward the principles and implementation of the conditions of use value method,using principles mainly include: the overall design of the questionnaire interview to reasonable,is the most reliable way of investigation,preliminary investigation is an important link,the WTP index more superior than WTA,key points are: reasonable design of the questionnaire,core valuation problem set,and the determination of the overall sample size,including the determination of the overall sample size affected by the influence factor of non-use values.This paper select Hongcun ancient as the research object,introduce the Hongcun ancient scenic area development course,development advantages and non-use value composition were introduced briefly,and whether to Hongcun ancient belongs to public goods(be evaluated objects is the precondition of public goods is the use of conditional value method)are analyzed,and choose to condition value method for evaluating method,the willingness to pay(WTP),value as a key technical index,design reasonable payment card questionnaire,collecting real willingness to pay as much as possible.After determining the minimum sample number of the questionnaire survey with siffle formula is 204,a total of 259 valid data are obtained by combining field questionnaire survey and network questionnaire survey.Use Excel tables to record these raw data to understand tourists' willingness to pay for Hongcun ancient villages and related elements of tourists.The original data of willingness to pay collected are taken as the original data of the gray GM(1,1)model to conduct graymodeling to eliminate the influence caused by data fluctuations,so as to obtain a more real value of willingness to pay;From the perspective of non-use value influencing factor--visibility,the employment population of Jiangsu,Zhejiang,Shanghai and Anhui was selected as the overall sample size out of prudence.The willingness to pay rate obtained from the questionnaire survey is taken as the overall sample,so that the non-use value of Hongcun ancient village scenic spot is about 720 million yuan.With software SPSS to analyze relevant factors affect the tourists intend to pay rates,it is concluded that tourists' satisfaction degree,and willing to pay significantly associated with the degree of preference,the number of visiting tourists,and the willingness to pay significant correlation,visitors monthly income and the willingness to pay is significantly related to gender,age,occupation and the willingness to tourists pay nothing.On the basis of this analysis,some Suggestions are put forward for the sustainable development of Hongcun ancient villages,which are mainly from the perspectives of protection and improvement of tourists' satisfaction.At the end of the paper,the author summarizes the whole paper and points out the shortcomings of the research.