가상가치평가법을 이용한 체류형 농촌관광프로그램 가치추정

The purpose of this study is to apply the economic value of long-stay rural tourism programs in order to estimate the willingness of visitors to pay (WTP). In order to calculate visitors" WTP, the study employs the contingent valuation method (CVM) to elicit the economic value of the long-stay rural tourism programs. To reduce exaggeration bias when applying the CVM, this study reaffirmed the responses of visitors and employed a dichotomous choice for answers of only "yes" or "no" . Results reveal that visitors who felt more of their affection with the local residents higher WTP for long-stay rural tourism programs. In addition, the long-stay rural tourism programs’s economical value is estimated at 159,702 won. Therefore, in order to revitalize the long-stay rural tourism programs, it is necessary to have a strategy that can have a positive relationship with visitors and local residents.