Research On The Embedded Effect Of Non-use Value Evaluation Of Long Island Tourism Resources Based On CVM

The contingent valuation method is an important method to evaluate the non-use value of environmental goods,and the embedding effect is an important factor that influences its effectiveness.Taking Changdao County of Shandong Province as the case study,this paper evaluate the non-use value of beach tourism resources,marine geological relics tourism resources and coastal zone tourism resources in Changdao County.In addition,this paper design separation sample experiment for the three typical tourism resources,and the external scope test and internal scope test are carried out respectively.The results show that:(1)In evaluating beach tourism resources,willingness to pay for protecting resources of Nanchangshan Island and Beichangshan Island in sub-sampleⅠis 147.46 yuan/person,willingness to pay for protecting resources of Beichangshan Island in sub-sampleⅡis 128.82 yuan/person,willingness to pay for protecting resources of Nanchangshan Island and Beichangshan Island in sub-sampleⅡis 148.02 yuan/person.In evaluating marine geological relics tourism resources,willingness to pay for protecting resources of Nanchangshan Island,Beichangshan Island and Daheishan Island in sub-sampleⅠis 185.64 yuan/person,willingness to pay for protecting resources of Beichangshan Island in sub-sampleⅡis 159.20 yuan/person,willingness to pay for protecting resources of Nanchangshan Island,Beichangshan Island and Daheishan Island in sub-sampleⅡis 191.10 yuan/person,willingness to pay for protecting resources of Nanchangshan Island in sub-sample Ⅲ is 155.92 yuan/person,willingness to pay for protecting resources of Nanchangshan Island and Beichangshan Island in sub-sample Ⅲ is 178.98 yuan/person,willingness to pay for protecting resources of Nanchangshan Island,Beichangshan island and Daheishan Island in sub-sample Ⅲ is 183.41 yuan/person.In evaluating coastal zone tourism resources,willingness to pay for protecting resources of Nanchangshan Island and Beichangshan Island in sub-sampleⅠis 192.19 yuan/person,willingness to pay for protecting resources of Beichangshan Island in sub-sampleⅡis 167.01 yuan/person,willingness to pay for protecting resources of Nanchangshan Island and Beichangshan Island in sub-sampleⅡis 192.33 yuan/person.(2)For the external scope test of three kinds of tourism resources,respondents may be insensitive to the scope of environmental amenities.For the internal scope test of three kinds of tourism resources,respondents may be sensitive to the scope of environmental amenities.Regression analysis result shows that income is a very important factor that affects the willingness to pay,the higher the income,the higher the willingness to pay.(3)From an economic point of view,respondents’ willingness to pay was to maintain internal consistency in internal scope test.In the external scope test,diminishing marginal effect,substitution effect and satiation make interviewees insensitive to the range of research objects.In order to avoid embedding effect in contingent valuation method and improve the effectiveness and reliability of the results,the experiment design,questionnaire design,survey process and data processing should be controlled strictly.