Valuing recreational benefits of environmental amenity based on contingent valuation method: A case study of Jiuzhaigou

Contingent valuation method (CVM) is an evaluation technique for environmental amenity on the basis of attitude and preference. This paper employs CVM to value the recreational benefits of environmental amenity of Jiuzhaigou, one of the World Natural Heritage sites in China. The results show that: In 2009, Jiuzhaigou´s recreational benefits is 346 million RMB, and the per capita value is 137.31 RMB; Among the factors that influence Jiuzhaigou tourists´ Willingness to Pay(WTP), psychological perception factors take the greatest effect while demographics and Socio-Economic Characteristics have little correlation with WTP; Although there are varies biases in CVM measurement, it is still an effective valuation method.