برآورد ميزان تمايل به پرداخت گردشگران براي خدمات گردشگري مزرعه اي در استان هاي حاشيه‌ي درياي خزر

Estimating the Tourists’ Willingness to Pay for Agroturism Services in Coastal Provinces of Caspian Sea

هدف پژوهش حاضر برآورد ميزان تمايل به پرداخت گردشگران استان هاي حاشيه‌ي درياي خزر در ازاي استفاده از خدمات گردشگري مزرعه‌اي با استفاده از روش ارزش گذاري مشروط(CVM) است. براي بررسي عوامل موثر بر ميزان تمايل به پرداخت افراد، نمونه‌ي لوجيت به روش حداكثر درست نمايي برآورد شد .داده هاي موردنياز از طريق پرسش‏نامه و هم چنين مصاحبه با 504 گردشگر بازديدكننده از استان هاي حاشيه‌ي درياي خزر در تابستان 1391جمع آوري شد. نتايج اين مطالعه نشان داد كه حدود 70 درصد پاسخگويان حاضر به پرداخت مبلغي از درآمد خود در ازاي استفاده از امكانات و خدمات اقامتي كه در مزارع گردشگري ارايه مي‌شود، بوده اند؛ علاوه بر متغيرهاي وضعيت تاهل، تعداد سا ل هاي تحصيل، جذابيت خدمات گردشگري مزرعه‌اي، درآمدگردشگران و قيمت پيشنهادي به لحاظ آماري اثر معني داري بر مقدار انتظاري تمايل به پرداخت گردشگران نشان مي دهند. متوسط تمايل به پرداخت گردشگران، 12920 ريال است و با در نظر گرفتن اين ميزان، متوسط ارزش تفريحي خدمات و امكانات اقامتي مزارع گردشگري در فصل تابستان، بالغ بر 116 ميليارد ريال برآورد مي شود. باتوجه به نتايج حاصل از اين مطالعه و تمايل گردشگران نسبت به پرداخت پول براي استفاده از اين خدمات، امكان افزايش درآمد حاصل از فعاليت كشاورزي با استفاده از توسعه‌ي صنعت گردشگري مزرعه اي وجود دارد.

Introduction The main purpose of this study is to estimate the tourists` willingness to pay for agro-tourism services in the coastal provinces of the Caspian Sea using the Contingent Valuation Method (CVM). A Logit Model was estimated using Maximum Likelihood Approach in order to investigate the effective factors on individual willingness to pay. The required data were collected through completing questionnaires and interviews with 504 visitors of the coastal provinces of the Caspian Sea in summer 2012. The results of this study showed that about 70 percent of visitors are willing to pay some money to use agro-tourism services in tourist farms. Also, variables including level of education, agro-tourism attraction, income and prices offered (bid) had a statistically significant effect on the probability of anticipated willingness to pay. Touristsʹ expected willingness to pay was set at 12920 RLs and the recreational annual value of the tourist farms was estimated to be 116 billion RLs. According to findings, there is the possibility to increase tourism revenue of agricultural activity by considering the visitorsʹ point of view. In todayʹs world, countries are faced with challenges such as rural migration, increasing productivity of resources, human resource efficiency, employment creation, and environmental protection, and these challenges emphasize the necessity of multidimensional planning in the sustainable rural development process. To this end, many countries are paying attention to diversify their economy and seeking recognition or creation the new approaches. One of these methods is development of rural tourism industry and one of the new areas of this kind of tourism is agro-tourism or farm tourism. This kind of tourism can provide opportunities and possibilities especially employment and income generating for farmers and could be effective in rehabilitation and renovation of rural areas. Agro-tourism refers to agriculture-related activities organizing mainly by farmers with the aim of attracting tourists to the village and the farms. Considering the diversity of climate, the nature of the four seasons, natural attractions, monuments, architecture, and cultural and geographical crafts, Iran has capability for development of agro-tourism industry; however, the income generated by agro-tourism development in Iran is negligible. So, the main purpose of this study is to estimate the tourists` willingness to pay for agro-tourism services in the coastal provinces of the Caspian Sea.