Study on the Willingness to Pay the Tourists in the Ecological Environment Protection of Huashan Scenic Spot

Abstract

In this paper, CVM method (conditional value evaluation method, also known as willingness investigation method) is used to investigate the willingness to pay about the ecological environment protection cost of Shaanxi Huashan scenic spot in July and August, 2013. By establishing the Logistic regression model, the per capita willingness to pay (WTP) of the tourists is calculatedto be 79.2 yuan / person. The results show that the tourists' awareness of environmental protection is increasing day by day, and the visitors are fully aware of the importance of protecting the ecological environment. 57.85% of the tourists will be willing to pay, including civil servants, self-employed persons, college degree or above, family monthly income in the 8000-10000 yuan visitors will pay higher. This provides a reference for the sustainable development and development of ecotourism in Huashan Scenic Spot.