Willingness to pay for tourism ecological compensation and its influencing factors - - Taking the best spring in the world in Ji'nan as an example

Abstract

Tourism activities have a certain impact on the ecological environment of scenic spots, and ecological compensation is an effective economic means to protect the ecological environment. Taking the best spring in the world scenic spot in Jinan as an example, based on the contingent valuation method (CVM) and the establishment of binary logistic regression model, this paper studies the willingness to pay and the influencing factors of tourist ecological compensation. The results show that: 75.2% of tourists are willing to make ecological compensation, and the average willingness to pay is 3.99 yuan / person time; the main factors influencing the willingness to pay are gender, income level, tourist satisfaction, and tourists' cognition of ecological protection; besides paying compensation, tourists are willing to participate in environmental protection publicity and clean the scenic area environment as volunteers Environment.