游客对世界文化遗产保护资金支付意愿的研究

在文化遗产支付意愿现有研究的基础上建立了游客对世界文化遗产保护资金支付意愿影响因素的研究假设,选择世界文化遗产景区——南京明孝陵作为研究案例,通过问卷调查,利用Logistic回归模型,对研究假设进行检验,揭示影响游客对世界文化遗产保护资金支付意愿的主要因素。结果显示:文化旅游参与度、重游意向、性别、教育水平和平均月收入对游客文化遗产保护资金支付意愿有显著的作用,而平均月收入的作用最明显。

Empirical Research on Visitors' Willingness to Pay Higher Admission Fee for World Cultural Heritage Conservation

This study is undertaken against the backdrop of the rise of cultural heritage tourism as a favorable tourism product all around the world. After reviewing the literature about willingness to pay cultural heritages, five hypotheses are proposed on visitors'' willingness to pay (WTP) extra admission fee for conservation of world cultural heritage sites, i.e. WTP is positively influenced by overall satisfaction, cultural tour involvement, revisit intention, attitude toward world cultural heritage site, and four socioeconomic variables (sex, age, education level and average monthly income). The survey was conducted in Scenic Area of Xiaoling Tomb in Nanjing to collect sample data. The hypotheses are tested by Logistic model. It indicates that cultural tour involvement, revisit intention, and three social economic variables (sex, education level and average monthly income) have statistically significant effect on visitors'' willingness to pay extra admission fee for heritage conservation.