PROGRESS IN GEOGRAPHY ›› 2010, Vol. 29 ›› Issue (12): 1606-1612.doi: 10.11820/dlkxjz.2010.12.019

• Original Articles • Previous Articles     Next Articles

Evaluation of the Non-use Value of the Rurality of Rural Tourism Destinations: A Case Study of Beixi Village in Yongchun, Fujian Province

WU Lijuan, LI Hongbo   

  1. College of Tourism of Huaqiao University, Quanzhou 362021, Fujian, China
  • Received:2010-02-01 Revised:2010-04-01 Online:2010-12-25 Published:2010-12-25


Taking Beixi Village in Yongchun of Fujian Province in China as an example, a case study was conducted in 2009 with contingent valuation method (CVM) and willingness to pay (WTP) survey to estimate the existence value, bequest value and option value of rurality. Three main conclusions were obtained as follows. Firstly, the total non-use value of rurality was up to 2.116×108 yuan per year, of which existence value and option value were the main forms. Secondly, the payments for rural settlements architecture, folk customs, farming culture and traditional lifestyles, and rural eco-environment were the main aspects of WTP payments. Protecting the rural settlements architecture accounted for 15.2%, keeping folk customs accounted for 23.7%, maintaining farming culture and traditional lifestyle 22.6%, protecting rural pastoral landscapes 9.1%, protecting the ecological environment in rural areas 17.9%, and maintaining rural simple and real village atmosphere 11.6%. Thirdly, protection of rurality is critical to the rural tourism in Beixi Village, to which rural tourism operators should pay attentions. The study concludes that the protection of rurality is critical to rural tourism.

Key words: Beixi Village in Yongchun, contingent valuation method, non-use value, rurality