CVM与TCM评估游憩资源价值的结合应用与效度检验研究

With the awareness of environmental importance, the economic values of environmental resources are more and more needed to be accounted for in the cost-benefits analysis (CBA) of policies or projects. Economic valuation of recreational resources, as a part of environmental resources, remains one of the most active study fields over the world. Recreational resources are usually assumed as quasi-public goods. Among the total utility one gains from public or quasi-public goods, consumer surplus often contributes as a fairly great part. Due to their ability to extract consumer surplus, two valuation techniques, namely contingent valuation method (CVM) based on the hypothetical market and travel cost method (TCM) based on the substitute market, are most frequently used to value recreational resources. .With the rapid tourism development of China, the need for recreational resources keeps rising remarkably, while the resource shortage is getting increasingly evident. It's of great necessity to recognize the real recreational value of resources, and the evaluation will serve as the tool for cost-benefit analysis and policy-making processes. From the early 1990s', the combining application of CVM and TCM, and validity test took the place of the application of either of the methods, and have ever since become the new hotspots, while the concerned domestic studies still drop behind. With Wulingyuan, Lijiang, Beijing Botanical Garden and Beihai Park as the comparative-study sites, the program will focus on the following aspects：①．the levels and methods of the combining application of CVM and TCM；②．concerning the convergent validity which serves as the very key of validity test, the evaluation results from CVM, TCM and the combining application method will be put into contrast; ③．the various problems are also taken into concern as for the application of CVM and TCM in China, and systematic improvements will be put forward. The study will help to get a deeper insight of CVM and TCM, with the reinforcement of reliability of evaluation results, the reduction of use limits of the single method and the beneficial complement of each other, and the evaluation outcome will serve as references for recreational management policies, such as the alternative use of recreational resources and access mechanism.

随着我国旅游业的快速发展，旅游需求持续大幅增长，游憩资源短缺日趋突出。为此必须正确认识游憩资源的价值，为科学开展成本效益分析和政策管理提供理论依据。条件估值法（CVM）和旅行费用法（TCM）是国际上应用最为广泛的游憩价值评估方法。从1990s'开始，CVM与TCM的结合应用、以及效度检验取代单一方法的运用，成为国际游憩价值评估领域的热点，而国内相关研究亟待加强。项目拟以武陵源、丽江、北京植物园和北海公园作为对比研究点，展开如下研究：①对CVM与TCM结合应用的层次和方法进行应用探索；②对效度检验中最为核心的收敛效度，对比检验CVM、TCM及二者结合应用的评估结果；③针对CVM与TCM在我国存在的问题，对方法应用进行系统改进。研究将增强对于CVM和TCM的了解，增加价值评估结果的可信度，改善孤立方法的使用局限并实现方法间的优势互补；亦将为游憩资源利用导向、准入费机制等管理政策的制定提供依据。

随着我国旅游业的快速发展，旅游资源需求持续大幅增长，旅游资源短缺日趋突出。为此必须正确认识资源的游憩价值，为科学开展成本效益分析和政策管理提供理论依据。条件估值法（CVM）和旅行费用法（TCM）是国际上应用最为广泛的游憩价值评估方法，二者的结合应用以及方法的效度检验，为当前国际游憩价值评估领域的研究热点。本项目选取云南石林、丽江古城、青海湖、云南元阳梯田、湖南张谷英村、北京植物园和北海公园等作为案例研究点，对CVM与TCM的结合应用、收敛效度检验、CVM与TCM方法的纵深应用与拓展等问题进行了深度探索。研究结果显示：①通过将CVM核心估值问题替换为受访者面对游憩质量或机会的提升愿意增加的旅行费用，可实现CVM与TCM方法的有效结合，由此产生的条件旅行费用法（Contingent Travel Cost Method，CTCM）具有一定的可行性。不过云南石林与丽江古城的案例研究表明，CTCM更适合于评估单目的地情形；对于多目的地复杂情况，需在有效剥离出案例点直接相关的旅行费用后，再尝试使用CTCM方法；②将CVM与TCM评估结果相对比的收敛效度检验方法，更适合于以近距离客源市场为主体的旅游目的地；而对于远距离客源举足轻重的旅游目的地，需在合理摒除距离因素之后再考察CVM与TCM的估值差异；③CVM方法能够有效评估文化遗产地旅游价值，但需根据文化遗产地的特殊属性对方法予以适当调整，如构建能充分揭示文化遗产地价值的假想市场、选择更为合适的支付媒介等。此外，CVM方法应用于自然和文化遗产地游憩价值评估时存在系统性差异，表现在假想市场构建、评估结果、WTP影响因素等方面。游客对于自然遗产价值具有相对一致的认知，而对于文化遗产的价值认知则存在较大差异，由此导致两种遗产目的地的CVM价值评估结果产生明显分异； ④国内市场调查传统的缺乏对完全依赖问卷进行基础数据采集的CVM和TCM实施有一定影响。此外国内景区的高门票价格政策及文化遗产景区的“古城维护费”收费形式等易导致CVM应用中的抗议性支付问题；⑤游客感知价值会对游憩价值评估结果产生影响，该影响的大小会随案例地的性质、等级、发展程度等产生差异。.总的来看，本项目推动了CVM和TCM的研究向纵深方向发展，并为游憩资源管理政策的制定提供客观依据。项目将游憩价值评估理论与其它理论范畴的结合应用探索，亦有助于拓宽游憩价值评估的应用前景。