INVESTIGATION AND ANALYSIS OF WILLINGNESS TO PAY FOR PROTECTING ENVIRONMENT OF DONGQIAN LAKE........

The willingness to pay of inhabitants and tourists in Dongqian Lake in Zhejiang province for environmental conservation, as well as the contributing factors, were investigated in this research using the Contingent Valuation Method. The results reveal that tourists and local people are willing to pay between 30.6 and 34.7 Yuan RMB per person each trip and 377.2 to 455.0 Yuan RMB per person per year, respectively. Every year, the amount of compensation received for economic activity that harms the Lake environment but is tolerated by local residents is 461.8 Yuan RMB. The regression analysis, which was conducted using SPSS19.0 software, revealed that incomes, including monthly and yearly household income, are the most important component in tourists' and residents' willingness to pay. They have a nice relationship. The greater the desire to pay, the bigger the income.

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