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 Huang

ABSTRACT

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 village

CITE 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.

REFERENCES

[1] Mntymaa, E., Jokinen, M., Juutinen, A., Lankia, T., and Louhi, P. (2021). Providing ecological, cultural and commercial services in an urban park:  a travel cost-contingent behavior application in finland. Landscape and Urban Planning, 209(1), 104042.
[2] Bernard, Lane, Elisabeth, and Kastenholz. (2015). Rural tourism: the evolution of practice and research approaches-towards a new generation concept? Journal of Sustainable Tourism, 23(8-9), 1133-1156.
[3] Kastenholz, E., C Eusébio, and Carneiro, M. J. (2018). Segmenting the rural tourist market by sustainable travel behaviour:  insights from village visitors in portugal. Journal of Destination Marketing and Management, 10, 132-142.
[4] Duan, Risti, Danijela, Vukoii, Miroljub, and Milini. (2019). Tourism and sustainable development of rural settlements in protected areas - example np Кopaonik (serbia) - sciencedirect. Land Use Policy, 89, 104231-104231.
[5] Sharpley, R. (2002). Rural tourism and the challenge of tourism diversification: the case of cyprus. Tourism Management, 23(3), 233-244.
[6] Getz, D, and Carlsen, J. (2000). Characteristics and goals of family and owner-operated businesses in the rural tourism and hospitality sectors. Tourism Management, 21(6), 547-560.
[7] Maestro, R., Gallego, P., and Requejo, L. S. (2007). The moderating role of familiarity in rural tourism in spain. Tourism Management, 28(4), 951-964.
[8] Liang Mengdan. (2022). Research on consumers' rural tourism preference based on joint analysis. China's collective economy (20), 69-73.
[9] Yao Xueying. (2022). Evaluation of Recreation Value of Meilin Valley Rural Tourism Destination (Master's Thesis, Inner Mongolia University of Finance and Economics).
[10] Wang Xiuwei, Li Xiaojun. (2022). Spatial characteristics and influencing factors of key rural tourism villages in China. Journal of Geography, (4), 900-917.
[11] Liu Qiaohui, Liu Jinglan, Wang Xiaoping. (2022). Study on health recreation experience and health benefit perception of forest park recreationists. Journal of Central South University of Forestry and Technology (Social Science Edition), (1), 92-99. doi: 10.14067/j.cnki.1673-9272.2022.01.012.
[12] Wu Yunchen. (2021). Comprehensive evaluation and heterogeneity analysis of entrepreneurial environment in China's provinces (master's thesis, Nanjing University of Posts and Telecommunications).
[13] He Lingrong, Wang Xu. (2021). Analysis on the integration and development of national festival heritage and rural tourism—Taking Xishuangbanna Dai Garden Songkran Festival as an example. Journal of hubei university of arts and science, (11), 33-38.
[14] Wang Yuda. (2021). Evaluation of Children's Activity Area in Nanhu Park of Changchun City Based on AHP Evaluation (Master's Thesis, Jilin Agricultural University).
[15] Wang Jinwei, Chen Xinlei, Zhang Liyan, Jin Mengdi, Yu Deguang. (2021). Study on Community Tourism Empowerment in Ethnic Villages from the Perspective of Rural Revitalization Strategy—A Case Study of Shiyi Qiangzhai in Sichuan Province. Journal of Zhejiang University (Science Edition), (1), 107-117 +130.
[16] Nikolaeva Anna. (2020). Research on Economic Value Evaluation of National Parks Based on Travel Cost Method (Master's Thesis, Dalian University of Technology).
[17] Cheng Qian, Rebecca, Yang Wei. (2016). Statistical work reform in the era of big data based on analytic hierarchy process. Modern Business (31), 178-179.
[18] Wei Jianhua, Wang Erda. (2016). Tourism demand model based on the combined method of declarative and explicit preferences and its application. Operations and Management, (5), 270-277.
[19] He Ailin, Yang Xinjun, Chen Jia, Wang Ziqiao. (2014). The impact of rural tourism development on farmers' livelihood-taking rural tourist destinations in the northern foot of Qinling Mountains as an example. Economic Geography, (12), 174-181.
[20] Shen Hanli. (2014). Value Evaluation of Ecotourism Resources in Liu Gongdao National Forest Park (Master's Degree Thesis, Northeast Forestry University).
[21] Du Zongbin, Su Qin, Jiang Liao. (2013). Construction and Application of Community Belonging Model of Residents in Rural Tourism Destination—A Case Study of Anji, Zhejiang Province. Journal of Tourism, (6), 65-74.
[22] Lei Chen. (2011). Application Research of Target Analytic Hierarchy Process in Cost Estimation (Master's Thesis, Central South University).
[23] Lu Xiaoli, Zhao Yue, Wang Liwei. (2017). Study on Influencing Factors of Rural Tourism Development Based on DEMATEL Method. Resource Development and Market, (2), 209-213 +243.
[24] Mao Yong. (2009). Rural tourism product system and development. Journal of South-Central University for Nationalities (Humanities and Social Sciences Edition), (2), 142-145.

Sponsors, Associates, and Links

---

• Information Systems and Economics
  
  
• Accounting, Auditing and Finance
  
  
• Industrial Engineering and Innovation Management
  
  
• Journal of Computational and Financial Econometrics
  
  
• Financial Engineering and Risk Management
  
  
• Accounting and Corporate Management
  
  
• Social Security and Administration Management
  
  
• Population, Resources & Environmental Economics
  
  
• Statistics & Quantitative Economics
  
  
• Agricultural & Forestry Economics and Management
  
  
• Social Medicine and Health Management
  
  
• Land Resource Management
  
  
• Information, Library and Archival Science
  
  
• Journal of Human Resource Development
  
  
• Manufacturing and Service Operations Management
  
  
• Operational Research and Cybernetics