IDEAS home Printed from https://ideas.repec.org/a/eee/ecanpo/v77y2023icp460-471.html
   My bibliography  Save this article

Willingness to pay and preferences for rural tourism attributes among urban residents: A discrete choice experiment in China

Author

Listed:
  • Li, Yuxin
  • Yao, Zili
  • Guo, Zhanfeng

Abstract

Rural development policy creation should consider recent significant changes in emerging sectors such as rural tourism. This study conducts a choice experiment (CE) in six Chinese cities to examine two things: urban residents’ willingness to pay (WTP) and their heterogeneous preferences for rural attributes. Results indicate that respondents are willing to pay for the attributes such as friendly service, traditional culture, local style accommodations, and exposure to nature, with those having higher income also exhibit a higher WTP. Subsequent simulation reveals that the change of rurality greatly impacts the WTP for alternatives. Socio-demographic characteristics are found to be important sources of preference heterogeneity. Using the latent class model (LCM), respondents are divided into “rural-comfort seekers” and “rural culture and amusement lovers”. These findings suggest the transformation of rural areas into diversified consumption spaces with a heightened emphasis on rurality conservation.

Suggested Citation

  • Li, Yuxin & Yao, Zili & Guo, Zhanfeng, 2023. "Willingness to pay and preferences for rural tourism attributes among urban residents: A discrete choice experiment in China," Economic Analysis and Policy, Elsevier, vol. 77(C), pages 460-471.
    • Handle: RePEc:eee:ecanpo:v:77:y:2023:i:c:p:460-471
    DOI: 10.1016/j.eap.2022.11.020
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0313592622002041
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.eap.2022.11.020?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Danny Campbell & W George Hutchinson & Riccardo Scarpa, 2009. "Using Choice Experiments to Explore the Spatial Distribution of Willingness to Pay for Rural Landscape Improvements," Environment and Planning A, , vol. 41(1), pages 97-111, January.
    2. Heckman, James & Singer, Burton, 1984. "A Method for Minimizing the Impact of Distributional Assumptions in Econometric Models for Duration Data," Econometrica, Econometric Society, vol. 52(2), pages 271-320, March.
    3. Zeng, Benxiang & Ryan, Chris, 2012. "Assisting the poor in China through tourism development: A review of research," Tourism Management, Elsevier, vol. 33(2), pages 239-248.
    4. Palma, David & Ortúzar, Juan de Dios & Rizzi, Luis Ignacio & Guevara, Cristian Angelo & Casaubon, Gerard & Ma, Huiqin, 2016. "Modelling choice when price is a cue for quality: a case study with Chinese consumers," Journal of choice modelling, Elsevier, vol. 19(C), pages 24-39.
    5. Rid, Wolfgang & Ezeuduji, Ikechukwu O. & Pröbstl-Haider, Ulrike, 2014. "Segmentation by motivation for rural tourism activities in The Gambia," Tourism Management, Elsevier, vol. 40(C), pages 102-116.
    6. António Manuel Martins Almeida & Antónia Correia & Adriano Pimpão, 2014. "Segmentation by benefits sought: the case of rural tourism in Madeira," Current Issues in Tourism, Taylor & Francis Journals, vol. 17(9), pages 813-831, October.
    7. Elisabeth Kastenholz & Maria João Carneiro & Celeste Eusébio, 2018. "Diverse socializing patterns in rural tourist experiences – a segmentation analysis," Current Issues in Tourism, Taylor & Francis Journals, vol. 21(4), pages 401-421, March.
    8. Steiger, Robert & Posch, Eva & Tappeiner, Gottfried & Walde, Janette, 2020. "The impact of climate change on demand of ski tourism - a simulation study based on stated preferences," Ecological Economics, Elsevier, vol. 170(C).
    9. Hwang, JaeHee & Lee, SeongWoo, 2015. "The effect of the rural tourism policy on non-farm income in South Korea," Tourism Management, Elsevier, vol. 46(C), pages 501-513.
    10. Bel, François & Lacroix, Anne & Lyser, Sandrine & Rambonilaza, Tina & Turpin, Nadine, 2015. "Domestic demand for tourism in rural areas: Insights from summer stays in three French regions," Tourism Management, Elsevier, vol. 46(C), pages 562-570.
    11. Kularatne, Thamarasi & Wilson, Clevo & Lee, Boon & Hoang, Viet-Ngu, 2021. "Tourists’ before and after experience valuations: A unique choice experiment with policy implications for the nature-based tourism industry," Economic Analysis and Policy, Elsevier, vol. 69(C), pages 529-543.
    12. An, Wookhyun & Alarcón, Silverio, 2021. "Rural tourism preferences in Spain: Best-worst choices," Annals of Tourism Research, Elsevier, vol. 89(C).
    13. Kemperman, Astrid, 2021. "A review of research into discrete choice experiments in tourism: Launching the Annals of Tourism Research Curated Collection on Discrete Choice Experiments in Tourism," Annals of Tourism Research, Elsevier, vol. 87(C).
    14. Chaminuka, P. & Groeneveld, R.A. & Selomane, A.O. & van Ierland, E.C., 2012. "Tourist preferences for ecotourism in rural communities adjacent to Kruger National Park: A choice experiment approach," Tourism Management, Elsevier, vol. 33(1), pages 168-176.
    15. Star, Megan & Rolfe, John & Brown, Julia, 2020. "From farm to fork: Is food tourism a sustainable form of economic development?," Economic Analysis and Policy, Elsevier, vol. 66(C), pages 325-334.
    16. Gao, Jing & Wu, Bihu, 2017. "Revitalizing traditional villages through rural tourism: A case study of Yuanjia Village, Shaanxi Province, China," Tourism Management, Elsevier, vol. 63(C), pages 223-233.
    17. Hensher,David A. & Rose,John M. & Greene,William H., 2015. "Applied Choice Analysis," Cambridge Books, Cambridge University Press, number 9781107465923, October.
    18. Daniel McFadden & Kenneth Train, 2000. "Mixed MNL models for discrete response," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 15(5), pages 447-470.
    19. Suresh, Kanesh & Khanal, Uttam & Wilson, Clevo, 2021. "Stakeholders’ use and preservation valuation of lagoon ecosystems," Economic Analysis and Policy, Elsevier, vol. 71(C), pages 123-137.
    20. Ye, Shun & Xiao, Honggen & Zhou, Lingqiang, 2018. "Commodification and perceived authenticity in commercial homes," Annals of Tourism Research, Elsevier, vol. 71(C), pages 39-53.
    21. Robert J. Johnston & Kevin J. Boyle & Wiktor (Vic) Adamowicz & Jeff Bennett & Roy Brouwer & Trudy Ann Cameron & W. Michael Hanemann & Nick Hanley & Mandy Ryan & Riccardo Scarpa & Roger Tourangeau & Ch, 2017. "Contemporary Guidance for Stated Preference Studies," Journal of the Association of Environmental and Resource Economists, University of Chicago Press, vol. 4(2), pages 319-405.
    22. Salvatore, Rita & Chiodo, Emilio & Fantini, Andrea, 2018. "Tourism transition in peripheral rural areas: Theories, issues and strategies," Annals of Tourism Research, Elsevier, vol. 68(C), pages 41-51.
    23. Hindsley, Paul & McEvoy, David M. & Morgan, O. Ashton, 2020. "Consumer Demand for Ethical Products and the Role of Cultural Worldviews: The Case of Direct-Trade Coffee," Ecological Economics, Elsevier, vol. 177(C).
    24. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74(2), pages 132-132.
    25. Mariel, Petr & Khan, Mohammad Asif & Meyerhoff, Jürgen, 2022. "Valuing individuals’ preferences for air quality improvement: Evidence from a discrete choice experiment in South Delhi," Economic Analysis and Policy, Elsevier, vol. 74(C), pages 432-447.
    26. Juho A. Pesonen, 2012. "Segmentation of rural tourists: combining push and pull motivations," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 18(1), pages 69-82, May.
    27. Li Cong & Yujun Zhang & Ching-Hui (Joan) Su & Ming-Hsiang Chen & Jinnan Wang, 2019. "Understanding Tourists’ Willingness-to-Pay for Rural Landscape Improvement and Preference Heterogeneity," Sustainability, MDPI, vol. 11(24), pages 1-20, December.
    28. Devesa, María & Laguna, Marta & Palacios, Andrés, 2010. "The role of motivation in visitor satisfaction: Empirical evidence in rural tourism," Tourism Management, Elsevier, vol. 31(4), pages 547-552.
    29. van Zanten, Boris T. & Zasada, Ingo & Koetse, Mark J. & Ungaro, Fabrizio & Häfner, Kati & Verburg, Peter H., 2016. "A comparative approach to assess the contribution of landscape features to aesthetic and recreational values in agricultural landscapes," Ecosystem Services, Elsevier, vol. 17(C), pages 87-98.
    30. Isabel P Albaladejo & M Teresa Díaz-Delfa, 2021. "The effects of motivations to go to the country on rural accommodation choice: A hybrid discrete choice model," Tourism Economics, , vol. 27(7), pages 1484-1507, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jianwei Qian & Xue Li, 2024. "Perceived Value, Place Identity, and Behavioral Intention: An Investigation on the Influence Mechanism of Sustainable Development in Rural Tourism," Sustainability, MDPI, vol. 16(4), pages 1-18, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wookhyun An & Silverio Alarcón, 2021. "Inferring customer heterogeneity for rural tourism: A latent class approach based on a best-worst choice modelling," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 67(7), pages 266-276.
    2. Haghani, Milad & Bliemer, Michiel C.J. & Hensher, David A., 2021. "The landscape of econometric discrete choice modelling research," Journal of choice modelling, Elsevier, vol. 40(C).
    3. Anthony PARIS & Pascal GASTINEAU & Pierre-Alexandre MAHIEU & Benoît CHEZE, 2020. "Citizen involvement in the energy transition: Highlighting the role played by the spatial heterogeneity of preferences in the public acceptance of biofuels," LEO Working Papers / DR LEO 2828, Orleans Economics Laboratory / Laboratoire d'Economie d'Orleans (LEO), University of Orleans.
    4. Andreas Niedermayr & Lena Schaller & Petr Mariel & Pia Kieninger & Jochen Kantelhardt, 2018. "Heterogeneous Preferences for Public Goods Provided by Agriculture in a Region of Intensive Agricultural Production: The Case of the Marchfeld," Sustainability, MDPI, vol. 10(6), pages 1-18, June.
    5. David Throsby & Anita Zednik & Jorge E. Araña, 2021. "Public preferences for heritage conservation strategies: a choice modelling approach," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 45(3), pages 333-358, September.
    6. Czajkowski, Mikołaj & Zagórska, Katarzyna & Letki, Natalia & Tryjanowski, Piotr & Wąs, Adam, 2021. "Drivers of farmers’ willingness to adopt extensive farming practices in a globally important bird area," Land Use Policy, Elsevier, vol. 107(C).
    7. Choi, Andy S., 2013. "Nonmarket values of major resources in the Korean DMZ areas: A test of distance decay," Ecological Economics, Elsevier, vol. 88(C), pages 97-107.
    8. Meressa, Abrha Megos & Navrud, Stale, 2020. "Not my cup of coffee: Farmers’ preferences for coffee variety traits – Lessons for crop breeding in the age of climate change," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 9(3), December.
    9. Sarfo, Yaw & Musshoff, Oliver & Weber, Ron & Danne, Michael, 2021. "Farmers’ Willingness to Pay for Digital Credit: Evidence from a Discrete Choice Experiment in Madagascar," 2021 Conference, August 17-31, 2021, Virtual 315029, International Association of Agricultural Economists.
    10. Carsten Herbes & Johannes Dahlin & Peter Kurz, 2020. "Consumer Willingness To Pay for Proenvironmental Attributes of Biogas Digestate-Based Potting Soil," Sustainability, MDPI, vol. 12(16), pages 1-19, August.
    11. Cécile Hérivaux & Philippe Le Coent, 2021. "Introducing Nature into Cities or Preserving Existing Peri-Urban Ecosystems? Analysis of Preferences in a Rapidly Urbanizing Catchment," Sustainability, MDPI, vol. 13(2), pages 1-34, January.
    12. Ahtiainen, Heini & Tienhaara, Annika & Pouta, Eija & Czajkowski, Mikolaj, 2017. "Role of information in the valuation of unfamiliar goods – the case of genetic resources in agriculture," 2017 International Congress, August 28-September 1, 2017, Parma, Italy 261423, European Association of Agricultural Economists.
    13. West, Grant H. & Snell, Heather & Kovacs, Kent & Nayga, Rodolfo M., 2020. "Estimation of the preferences for the intertemporal services from groundwater," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304220, Agricultural and Applied Economics Association.
    14. Lécole, Pauline & Préget, Raphaële & Thoyer, Sophie, 2022. "Designing an effective small farmers scheme in France," Ecological Economics, Elsevier, vol. 191(C).
    15. Markova-Nenova, Nonka & Wätzold, Frank, 2017. "Fairness to dairy cows or fairness to farmers: What counts more in the preferences of conventional milk buyers for ethical attributes of milk?," MPRA Paper 83066, University Library of Munich, Germany.
    16. Schueftan, Alejandra & Aravena, Claudia & Reyes, René, 2021. "Financing energy efficiency retrofits in Chilean households: The role of financial instruments, savings and uncertainty in energy transition," Resource and Energy Economics, Elsevier, vol. 66(C).
    17. Varela, Elsa & Kallas, Zein, 2022. "Extensive Mediterranean agroecosystems and their linked traditional breeds: Societal demand for the conservation of the Majorcan black pig," Land Use Policy, Elsevier, vol. 112(C).
    18. Benoit Chèze & Charles Collet & Anthony Paris, 2021. "Estimating discrete choice experiments : theoretical fundamentals," CIRED Working Papers hal-03262187, HAL.
    19. Markova-Nenova, Nonka & Wätzold, Frank, 2018. "Fair to the cow or fair to the farmer? The preferences of conventional milk buyers for ethical attributes of milk," Land Use Policy, Elsevier, vol. 79(C), pages 223-239.
    20. Andy S. Choi & Kelly S. Fielding, 2016. "Cultural Attitudes as WTP Determinants: A Revised Cultural Worldview Scale," Sustainability, MDPI, vol. 8(6), pages 1-18, June.

    More about this item

    Keywords

    Emerging rural tourism; Choice experiment; Urban resident; Willingness to pay; Preference heterogeneity;
    All these keywords.

    JEL classification:

    • R58 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Regional Development Planning and Policy
    • O25 - Economic Development, Innovation, Technological Change, and Growth - - Development Planning and Policy - - - Industrial Policy
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ecanpo:v:77:y:2023:i:c:p:460-471. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/economic-analysis-and-policy .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.