Research on the Willingness of Tourists to Compensate for Cultural Ecology in Traditional Village Tourism Destinations:a Case Study of Luxiang,Yangwan,Mingyuewan and Dongcun in Suzhou
Conducting research on tourists'willingness to compensate for cultural ecology is the basic theoretical work for the establishment of long-term compensation mechanism of cultural ecology in traditional village tourism destinations,and is a necessary prerequisite for promoting cultural ecology protection and high-quality development of rural tourism.Taking four tourism traditional villages of Luxiang,Yangwan,Mingyuewan and Dongcun in Suzhou at different stages of development and degrees of openness as examples,this paper comprehensively uses the questionnaire survey,contingent valuation method and binary logistic regression model to explore tourists'willingness to compensate for cultural ecology and its influencing factors.The results show that:(1)Tourists have a relatively high willingness to compensate for cultural ecology in traditional village tourism destinations.Among 614 survey samples,64.98%of the tourists are willing to pay for cultural ecological compensation,with an average of 51.06 yuan per visit.And they prefer to establish a special fund for cultural ecological compensation.Part of the tourists refuse to compensate mainly because they regard cultural ecology services as public goods and tend to rely on the government to be solely responsible for compensation.(2)Education level,awareness of cultural ecological values,tourist satisfaction,and cultural ecological compensation necessity cognition have significant and positive influence on the willingness of tourist to compensate for cultural ecology,while low revisiting willingness has a significantly negative impact.However,factors such as gender,age,monthly income,concern about cultural ecological destruction,and tourism motivation have no significant effects.The findings have implications for revealing complex willingness of tourists to compensate for cultural ecology and the influencing mechanism of its multiple factors,and could guide the protective compensation work of cultural ecology in traditional village tourism destinations.
traditional village tourism destinationscultural ecological compensationtouristswillingness to compensateinfluencing factor
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