Evaluation Of Non-use Value Of Marine Ecotourism Resources Based On The Veblen Effect-CVM

Marine ecotourism resources are an essential component of developing and utilizing marine resources.In contrast,marine ecotourism resources have the characteristics of public goods and do not have market prices.Therefore,it is essential to scientifically and accurately evaluate the value of marine ecotourism resources.The value of marine ecotourism resources can be divided explicitly into use value and non-use value.In real life,people usually only attach importance to the use value of marine ecotourism resources,and it is easy to ignore their non-use value.People should consider the non-use value of marine ecotourism resources.Monetizing the non-use value of marine ecotourism resources can help better to evaluate the overall value of marine ecotourism resources and is of great significance to the planning of marine ecotourism resources,the development of tourism products,and the formulation of management systems for marine ecotourism resources.The contingent valuation method(CVM)is currently one commonly used method for evaluating non-use value.It assesses the non-use value of items that do not have a market price by obtaining their willingness to pay and willingness to pay is usually affected by psychological factors.The Value-Belief-Norm Theory(VBN)is a commonly used theory in social psychology to explain individual behavior.It can help people better identify and explain individual behavior.With the development of the social economy,marine ecotourism is becoming increasingly popular,and people’s demand for tourism and goods has transitioned from quantity and quality to taste and style.As long as consumers have the ability to pursue this kind of ostentatious consumption that pursues taste and style,the Veblen effect will appear.How to effectively transform the Veblen effect into a marketing strategy to increase market share in the development and utilization of marine ecotourism resources is a noteworthy issue.In summary,this study started from theories such as the VBN theory and the Veblen effect and studied the non-use value of marine ecotourism resources.The non-use value of marine ecotourism resources has been systematically studied by combining CVM,VBN theory and the Veblen effect.The impact factors on the non-use value of marine ecotourism resources were analyzed,and the non-use value of marine ecotourism resources was comprehensively evaluated.The specific research contents are as follows:(1)This study used the VBN theory and the Veblen effect,an extended VBN model based on the Veblen effect is constructed to analyze the influencing factors of the non-use value of marine ecotourism resources and to deeply analyze the psychological characteristics of the value belief norm theory and the impact mechanism of ostentatious consumption on willingness to pay.The results show that the extended VBN model incorporating ostentatious consumption factors can better explain the willingness to pay,and personal norms and ostentatious consumption significantly impact willingness to pay.(2)This study used the conditional value method,combining the psychological factors of VBN theory and conspicuous consumption with the dependent value method,an improved model for evaluating the non-use value of marine ecotourism resources based on the Veblen effect CVM is constructed.This study further explored the influencing factors of the non-use value of marine ecotourism resources by incorporating variables such as sociodemographic characteristics,VBN theory,and the Veblen effect as explanatory variables into the value evaluation model,and compare the fitting degree and explanatory power of the model.The results show that the enhanced model for assessing the non-use value of marine ecotourism resources incorporating the psychological factors and conspicuous consumption of VBN theory has a better fitting degree and can effectively improve the effectiveness and reliability of the evaluation results.(3)Based on the improved evaluation model of the non-use value of marine ecotourism resources,and 473 valid data were obtained through questionnaire survey,taking Yantai City,Shandong Province,as an example,this study evaluated the non-use value of marine eco-tourism by calculating the respondents’ willingness to pay.The research results show that the public’s willingness to pay is 202 yuan/year,and the non-use value of marine eco-tourism resources is 1.431 billion yuan,which fully proves the importance and necessity of protecting the non-use value of marine eco-tourism resources from the perspective of economics.This study constructs a non-use value evaluation model for marine ecotourism resources based on the Veblen effect and CVM,and provided a new research approach for environmental resource value evaluation research.The research not only broadens the application scope of VBN theory and the Veblen effect,but also provides a new research perspective for refining and identifying the influencing factors of the non-use value of marine ecotourism resources by incorporating factors such as VBN theory and the Veblen effect.The research results can provide a scientific basis for the protection and scientific development of marine ecotourism resources and provide a reference basis for research in other fields.