The purpose of this study is to estimate the value of the sociocultural multifunctionality of rural areas in Korea. The sociocultural multifuntionality of rural areas consists of emotional comfort, green landscape, cultural heritage, and rural viability values. The value of the sociocultural multifunctionality was assessed by contingent valuation method incoporating preference uncertainty. The log-logit models indicated that households were willing to pay 14,027~26,757 won per month and the model with preference uncertainty gave the highest WTP. WTP was affected by respondent`s sex, location, awareness of relation with multifunctionality and others. The total value of sociocultural multifunctionality of rural areas in Korea estimated to 2,691~5,134 billion won per year.
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