신환경패러다임 인식이 관광객 지불의사금액에 미치는 영향: 가상가치평가법을 활용하여

Estimating Tourists' Willingness to Pay Based on Perception of the New Environmental Paradigm: Application of the Contingent Valuation Method

Purpose - This study investigates the impact of tourists' perceptions of the New Environmental Paradigm (NEP) on their willingness to pay (WTP) and estimates its economic value using the Contingent Valuation Method (CVM). The study focuses on the Gangwon Eco-Peace Biosphere Reserve, a UNESCO-designated site in South Korea, recognized for its ecological and cultural significance. Design/methodology/approach - A structured survey was conducted among 339 visitors. To mitigate hypothetical bias, a two-stage dichotomous choice CVM was employed. Respondents' environmental perceptions were assessed using a modified NEP scale, while WTP was analyzed concerning bid values and socio-demographic characteristics. Findings - The results indicate that bid value, NEP factors (nature-centered orientation), and income levels significantly influence WTP. The truncated mean WTP was estimated at 4,776 KRW in bid-only scenarios and 3,099 KRW when specific payment mechanisms were introduced. Higher environmental awareness was positively associated with greater WTP. Research implications or Originality - This study contributes to the academic discourse by integrating environmental attitudes with economic behavior in tourism. It underscores the applicability of CVM in valuing non-market ecological resources and highlights the role of environmental awareness in promoting financial support for conservation. The findings provide valuable insights for sustainable tourism development and resource management strategies.