신 환경 패러다임을 적용한 서울식물원의 지불의사금액 추정에 관한 연구: 가상가치평가법 이용

The purpose of this research is to assess the value of the Seoul Botanic Park using contingent valuation method (CVM). The Seoul Botanic Park opened in May 2019, which could become a valuable tourism resource in Korea. CVM is a representative instrument to estimate the value of non-market goods. Also, this research used a new environmental paradigm as the theoretical underpinning to derive the attribute to explain the willingness to pay. This new environmental paradigm could become the environmental cognition to the value of botanic park preservation. By collecting data through survey, a total of 220 questionnaires were used in the analysis. Using econometric instruments, this study implements estimation of willingness to pay using the logit model. Data were analyzed using frequency analysis, exploratory factor analysis, and logistic regression. Based on the results of the logistic regression analysis, this research computed willingness to pay amount. With regard to the results, individual willingness to pay appeared as 5,305 KRW. Moreover, individuals considering environment as more valuable showed a higher value for ecological park. In addition, the Seoul Botanical Park has a theoretical significance in that it provides information on sustainable development by using the admission fee for the conservation and development of the botanical park. This research theoretically contributed to the literature by demonstrating the accountability of a new environmental paradigm as well as contingent valuation method with regard to the Seoul Botanic Park.