Effect of Multidimensional Perceived Value of National Park on Visitors' Willingness to Pay for Ecosystem Service：the Intermediary Role of Natural Empathy and National Identity

Tian Shaowei; Chen Haiying; Dai Jianchi; Zhang Zhiming

doi:10.13931/j.cnki.bjfuss.2023147

Journal of Beijing Forestry University (Social Science) > 2023 > 22(4): 9-20. > DOI: 10.13931/j.cnki.bjfuss.2023147

Tian Shaowei, Chen Haiying, Dai Jianchi, Zhang Zhiming. Effect of Multidimensional Perceived Value of National Park on Visitors' Willingness to Pay for Ecosystem Service：the Intermediary Role of Natural Empathy and National Identity[J]. Journal of Beijing Forestry University (Social Science), 2023, 22(4): 9-20. DOI: 10.13931/j.cnki.bjfuss.2023147

Citation:

Effect of Multidimensional Perceived Value of National Park on Visitors' Willingness to Pay for Ecosystem Service：the Intermediary Role of Natural Empathy and National Identity

School of Tourism, Hainan University, Haikou, 570228, P. R. China

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Received Date: March 09, 2023
Accepted Date: November 01, 2023
Available Online: November 05, 2023

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Abstract

Abstract

Tourists are the subject of multi-dimensional value perception in national parks and an important subject of ecological compensation in the context of recreation. Based on the effect hierarchy model, a conceptual model of "emotional and rational integration" is constructed by introducing variables such as natural empathy and national identity. Taking Hainan Tropical Rainforest National Park as a case study, the impact mechanism of multi-dimensional perceived value of national parks on tourists' willingness to pay ecological compensation is explored. The results indicate that: ① The perceived value of national parks, especially the recreational and aesthetic values, can significantly affect tourists' willingness to pay for ecological compensation. ② The perceived value of national parks can significantly affect natural empathy and national identity. Among them, recreational value and learning value significantly affect natural empathy, while aesthetic value, learning value, and self-reference value have a significant and increasing impact on national identity. ③ Both natural empathy and national identity significantly affect tourists' willingness to pay for ecological compensation. The mediating effect of natural empathy between the perceived value of national parks and tourists' willingness to pay is significant, but the mediating effect of national identity is not significant. This study further reveals the formation mechanism of tourists' willingness to pay for ecological compensation in national parks, provides a new analytical perspective for the study of tourists' behavioral willingness in nature reserves, and provides reference for formulating ecological compensation policies in national parks under the background of recreational utilization.
- national park,
- multi-dimensional perceived value,
- nature empathy,
- national identity,
- willingness to pay for ecosystem service

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References (77)

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