Welfare Value and Heterogeneity: An Experimental Analysis of Tourists′ Choice in Wuyi Mountain National Park

The experimental method of choice is an important method used internationally to evaluate the value of resources and environmental products. Based on the data of 412 questionnaires on Wuyi Mountain National Park and the status of recreational resources, this paper conducted the experiment using random utility models (M-Logit model and C-Logit model Ⅰ, Ⅱ), natural elements (forest coverage, visibility of streams), management elements (crowding degree, garbage quantity) and economic element (ticket price). The results of the model analysis show that most of the five attribute indicators are significantly influential, the overall results are fitting well, and the experimental model has certain applicability. The results of Model Ⅰ show that the forest coverage rate (Plant indicator) and stream visibility (Water indicator) are positively correlated to the interest of tourists. For tourists, they are more concerned about tour experience than ticket price (insignificant). The results of Model Ⅱ show that the garbage quantity has the largest negative effect with the Garbage3 coefficient value reached to -1.160, and crowding degree (Crowd index) is negatively correlated with tourist experience degree. 10 people per 100 m² is the most suitable tourist density. Stream visibility (Water index) has a significant diminishing trend with water quality. The calculation results on Wuyi Mountain National Park tourist welfare value show that Model Ⅰ is 3.243 billion yuan, and Model Ⅱ′s current state, best state and worst state are 2.862 billion, 5.135 billion and -5.533 billion yuan, respectively. Income and education are the two main factors causing heterogeneity of tourists′ interest.