가상적 가치평가모형을 이용한 목적지 관광활동의 지불의사 추정

Estimating Willingness-to-pay for Destination Activity Using a Contingent Valuation Model

This paper estimates the willingness-to-pay for destination activity and identify its determinants, thus offering useful insights for setting up destination marketing strategies for Seoul. Factor analysis, cluster analysis and ANOVA were used to analyzed a total of 492 samples. Using a single bound ditochomous contingent valuation method, willingness-to-pay for the destination activity in Seoul was estimated. The result of the log logit model through contingent valuation method revealed that the variables affecting the willingness-to-pay for the destination activity in Seoul were the participants’ preferred activity types, origin of residence, level of education, prior tour experience, purpose of travel, the offered price, and prior visit to Seoul.