Evaluation of Recreation Benefit of Developing Rural Tourism in Traditional Villages: A Case Study of Kongbai Village
DOI: 10.23977/tmte.2022.050317 | Downloads: 28 | Views: 893
Author(s)
Liang Li 1, Xiaofang Huang 2
Affiliation(s)
1 School of Management Science, Guizhou University of Finance and Economics, Guiyang, China
2 International School of Hotel and Tourism Management, Lyceum of the Philippines University, Manila, Philippines
Corresponding Author
Xiaofang HuangABSTRACT
In recent years, natural scenery and cultural experience are the most attractive recreational activities for people, which makes simple, natural and leisurely rural tourism gradually welcomed by tourists. As the first batch of Chinese traditional villages, Kongbai Village has beautiful natural scenery, unique food and snacks, and traditional Miao culture has its own characteristics. In this study, travel cost method (TCM) and analytic hierarchy process (AHP) were used to estimate the recreational benefits of three tourism resources, namely, leisure agricultural resources, national history and culture, and local delicacies and snacks. In addition, this study uses TCM combined with conditional behavior (CB) to evaluate the impact of festival industry activities on recreation benefits. The results show that in the last five years, the average recreational benefit of tourists visiting Kongbai Village is 420 yuan per person, 856 yuan per person per year and 21.36 million yuan for the whole year. According to the calculation method of AHP weight value, the consumer surplus (CS) of leisure agricultural resources is 8.9712 million yuan, the CS value of national history and culture is 7.2624 million yuan, and the CS value of gourmet specialty snacks is 5.1264 million yuan. Assuming that there will be festivals in the coming year, the recreation benefit per person is 55 yuan, which is 1866 yuan per person per year and about 28.29 million yuan for the whole year. Compared with the empirical results in the last five years, the CS value increases by 32.44%. Therefore, if the rural leisure tourism is promoted in Kong.
KEYWORDS
Rural tourism, leisure benefit, travel cost method, analytic hierarchy process, conditional behavior, Kongbai villageCITE THIS PAPER
Liang Li, Xiaofang Huang, Evaluation of Recreation Benefit of Developing Rural Tourism in Traditional Villages: A Case Study of Kongbai Village. Tourism Management and Technology Economy (2022) Vol. 5: 109-127. DOI: http://dx.doi.org/10.23977/tmte.2022.050317.
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