Using Multi-destination ZTCM to Evaluate the Recreational Values of Cultural Sights：an Application to Jiayuguan,China

Using Multi-destination ZTCM to Evaluate the Recreational Values of Cultural Sights: an Application to Jiayuguan, China

This study explained the importance of environmental protection in tourism development and illustrated the relationship between recreational resource valuation and environmental consideration. We compare different models of travel cost method and reiterates long-time existing problems of multi-destination and treats of time opportunity cost (TOC). Taking Jiayuguan's cultural sights as an example, we establish an updated method called multi-destination zonal tourism cost method to evaluate the recreational values (RVs) of selected three cultural sights. We divide trip packages of Jiayuguan's tourists into 11 portfolios. Each portfolio can be seen as a separate commodity, and each commodity has its own demand curve. According to demand curves we can calculate consumer surplus (CS) of different portfolios of tourist destinations and later we sum up the total travel costs (including travel expenditure and TOC) and CS to come to the RVs of each portfolio. We then apply suitable proportions to calculate the RVs between different destinations in the portfolio. In the end, we add up all the RVs calculated for the objective destination. Using this method, we draw conclusions that Jiayuguan's RV in 2006 includes national and international values, summing up to 738.4762 million yuan. The tourist expenditure, CS and TOC of Jiayuguan is proportionating 62.96, 32.28 and 4.76%, respectively. This study is also an example of non-market valuation of cultural tourism resources.