관광 및 여가 자원의 경제적 가치 추정법에 대한 비교

류성옥(Seong Ok Lyu) 한양대학교 관광연구소 2014 觀光硏究論叢 Vol.26 No.2

진술선호 기법은 소비자의 실제 소비 행동과 지출액을 근거로 특정 자원의 경 제적 가치를 추정하는 현시선호 기법과 달리 가상적 시장 상황에 따른 자원 이용자의 수 요나 선호의 변화를 토대로 한다. 따라서 진술선호 기법을 활용한 경제적 가치 추정 기법 은 자원의 실제 사용과 관련이 없기 때문에 해당 자원에 부정적인 영향을 미칠 가능성이 없다. 이같은 장점 덕분에 국내 관광 및 여가학 분야에서는 진술선호 기법, 특히 가상적 가치측정법의 활용을 통해 해당 자원의 경제적 가치를 추정해왔다. 하지만 가상적 가치측 정법은 단일 속성에서 비롯되는 경제적 가치만을 추정할 수 있는 탓에 다양한 속성으로 구성된 관광 및 여가 자원의 가치를 추정하는 데에는 분명한 한계를 드러낸다. 따라서 본 연구는 다양한 경제적 가치 추정 기법을 비교함과 동시에 최근 활용폭이 넓어지고 있는 진술선호 선택법의 개괄과 특징에 대해 논의하고 있다. 모형 추정이 다소 복잡하고 연구 설계에 상당한 노력이 필요함에도 진술선호 선택법은 자원 이용자의 실제 의사결정 과정 과 가장 유사한 상황을 가정하기 때문에 가상적 가치측정법에서 얻어낼 수 없는 유용한 정보를 연구자에게 제공한다. Unlike the revealed preference approach that derives economic values from consumers` actual behaviors and their expenditures, the stated preference economic valuation techniques are less likely to make a negative effect on tourism and recreation resources. This is because those types of valuation methods tend to use hypothetical situations to estimate diverse economic values. Due to several strengths of the stated preference approach, a large proportion of economic valuation studies in tourism and recreation areas have made use of the contingent valuation method. Nevertheless, the contingent valuation technique provides limited information because the method can derive economic values by examining changes in a single attribute. Prior studies showed that the stated preference choice method can be more advantageous than the contingent valuation method to estimate various economic values. In particular, the stated preference choice method is known to be beneficial when researchers are interested in economic values that encompass a variety of multi-attribute tourism and recreation resources. The main purpose of this study is to compare several economic valuation techniques and discuss the multi-attribute economic valuation technique that has been rarely applied to tourism and recreation resources in Korea and provide useful information about its applications.

어메니티요소를 활용한 백사장 가치평가의 기초적 연구

신범식(Shin, Bum-Shick),김규한(Kim, Kyu-Han) 한국해안해양공학회 2012 한국해안해양공학회 논문집 Vol.24 No.6

우리나라의 동해안에 위치한 백사장은 경치가 수려하고, 레져를 즐기기에 좋은 양질의 모래로 이루어져 있으며 백사청송으로 알려져 있기 때문에 매우 중요한 관광경제자원이라 할 수 있다. 뿐만 아니라, 해안의 자연환경 유지기능 및 높은 파도로부터 해안주변을 보호해주는 방재기능까지도 보유하고 있는 귀중한 재산이다. 이와 같은 해안 백사장의 가치평가방법으로는 여행자비용법(Travel Cost Method)과 조건부가치평가법(Contingent Valuation Method)이 대표적으로 사용되고 있으나, 이용가치와 비이용가치를 동시에 평가하기위해서는 후자의 방법이 보다 유리하다고 할 수 있다. 그러나 조건부가치평가법(CVM)을 대상 해안의 백사장에 적용하기 위해서는 앙케이트 설문 및 회답에서 나타날 수 있는 바이어스(Bias)영향에 대한 면밀한 검증이 요구된다. 본 연구에서는 조건부가치평가법(Contingent Valuation Method)등을 통해 앙케이트설문 조사시 바이어스 영향을 줄여주기 위해 설문자에게 제시할 수 있는 일차적인 친수환경(Amenity)특성 검토방법을 소개하고, 동해안에 위치한 대표적인 백사장들을 대상으로 하여 다양한 평가인자를 이용하여 친수환경(Amenity)특성을 비교, 검토하였다. The sandy beach along the east coast of Korea offers beautiful scenery with high-quality sand for leisure, and is also famous for the white-sand and pine-tree which is an important scenic resource. Furthermore, the sandy beach helps to maintain natural environment of the costal area and functionates as a disaster prevention system against high waves. There are two major value evaluation methods, Travel Cost Method and Contingent Valuation Method, to assess the value of coastal sandy beach. Contingent Valuation Method is considered to be more appropriate for simultaneous evaluation on the usefulness and the uselessness of the beach. But in order to apply Contingent Valuation Method to coastal sandy beach evaluation, close examination and investigation on the potential bias, such as on questionnaires, surveys and replies, are required. In this study, the characteristic of primary amenity of sandy beach users is investigated, in prior to evaluating the usefulness and the uselessness of the beach measured by contingent valuation method. The characteristic of amenity on major sandy beaches on the east coast of Korea is studied and compared by diverse value evaluation methods.

보건의료에서 간병비용 산출방법에 관한 쟁점

김윤희,박주연,정예지,김지민,이태진,배은영,송현진,신상진 한국보건의료기술평가학회 2014 보건의료기술평가 Vol.2 No.2

Objectives: This study was conducted to explore the issues related the costing method of caregiving cost in healthcare. Methods: We reviewed literature on the definition and the valuation method of caregiver costs. After we have expert meeting with critical issues of methodology, we provided the feasible costing method in Korea. Results: There are a broad of spectrum of the definition of caregiver cost. It’s useful to separate into paid caregiver cost and informal care cost in Korea. In addition, it is necessary to identify whether the reason of caregiving is patient’s medical utilization or only morbidity without medical use. The valuation of paid caregiver is relatively explicit. However, that of informal care has a lot of issues and has several methods-opportunity cost method, proxy goods method, contingent valuation method and conjoint measurement. Conclusion: It is necessary for researchers to choose and specify their definition and the valuation for costing of caregiver cost with their research purpose.

CVM을 이용한 낙안읍성 민속마을 문화유산자원의 경제적 가치평가

이정,김사랑 순천대학교 남도문화연구소 2018 南道文化硏究 Vol.0 No.35

The study evaluated the economic value of Nagan-eupseong folk village, which aims to register as UNESCO World Cultural Heritage using Contingent Valuation Method: CVM performed to provide basic data along with the value of preservation of cultural heritage resources and reasonable policies. The main results were as follows: The most important variable that affected the payment intention was ‘amount presented’ and it was statistically significant (P<0.01), and showed negative (-). This indicated that the lower the amount, the more likely it was to pay the preservation fund. The average amount of payments for men were higher than for women, and the higher the educational background, the more willing they were to pay for the management and the appearance of payments for conservation in Nagan-eupseong folk village. In the case of jobs, professional and free workplaces paid 31.372won higher than average payments (8,270won) for management and conservation of Nagan-eupseong folk village. The WIP per person in Nagan-eupseong folk village was estimated to be 8,270 won, and the total value of preservation was estimated about 8051,066,020 won per year. As a result, Nagan-eupseong folk village was valued highly as a cultural heritage resource, not simply as a tourist destination. 낙안읍성 민속마을은 조선시대 읍성의 특성이 가장 잘 남아있는 대표적 장소로서 UNESCO 세계문화유산 잠재목록(2011년)으로 지정되면서 역사, 문화자원의 가치를 인정받은 국가적 자산이다. 향후 세계문화유산 등재를 위해서는 낙안읍성이 지니는 문화 유산의 역사, 문화적 맥락의 보존이 필요하며 이를 위해서는 보전적 측면의 가치를 측정 하는 것이 중요하다고 볼 수 있다. 본 연구는 낙안읍성 민속마을을 대상으로 조건부가치측정법(Contingent Valuation Method: CVM)과 단일양분선택법(Single-Bounded: DC)을 활용한 로짓모형(Logit Model) 구축을 토대로 문화유산자원의 경제적 가치를 평가하고 지불의사금액에 영향을 미치는 요인을 검토하였다. 낙안읍성 민속마을의 1인당 지불의사금액(Willingness To Pay: WTP)은 8,270원으로 추정되었으며, 연간 유료방문객수로 환산할 경우 연간 총 보전가치는 8,051,060,020원의 효과를 가지는 것으로 분석되었다.

조건부가치측정법(CVM)을 이용한 도라지 제조기술의 경제적 가치 추정 연구 -도라지 건강기능식품 가상시장을 중심으로-

이현지,장인수,조하은,김홍석 한국농촌계획학회 2020 농촌계획 Vol.26 No.1

Rural Development Administration (RDA) has developed a manufacturing technology which can increase the amount of platycodin D in Platycodon grandiflorum. A study is needed to estimate the value of this new technology and predict the market demand for a new product. This study estimates additional amount of willingness to pay (WTP) using contingent valuation method (CVM) for a new product with the technology that RDA has developed. The survey was created under virtual health functional foods market of Platycodon grandiflorums. It was conducted with 1,000 adult males and females aged between 19 and 59 years old in 17 major cities and provinces nationwide from December 4 to December 7, 2018. The amount of WTP for the health functional Platycodon grandiflorum was drawn using maxinum likelihood estimation method. The estimated average and median WTP values are 21,933.85 won per person and 10,000 won per person, respectively. The independent factors, including the ratio of monthly average health function food consumption to income, the average monthly income level of a household, and existence of family members or relatives engaged in food and nutrition-related professions in a household, have been shown to have a statistically significant influence on the WTP. This study presents the potential magnitude of health functional food market and the value of the new technology based on health functional food market.

예비타당성조사 분석기준 변경과 문제점-조건부가치추정법(2014~2016)사례를 중심으로

채수복 국회예산정책처 2018 예산정책연구 Vol.7 No.2

This study investigates the validity of the recently revised CVM(Contingent Valuation Method) in PFS(Preliminary Feasibility Study). A distinctive feature of the current CVM approach adopted by Korea Development Institute’s Public and Private Infrastructure Investment Management Center(KDI PIMAC) is that must assume the log function, such as log logistic and log normal distribution for the error term and estimate from the sample excluding ‘zero’ respondents is both true zero and protest zero. After presenting CVM Analysis Guideline released by KDI PIMAC, we perform an empirical analysis drawing from 9 project of applying CVM the period 2014-2016. The purpose of this empirical analysis confirms the availability for test of the theoretical validity to review whether contingent valuation survey is credible results. The empirical results of this test indicate that covariant of the past analysis method had a significant more than current method. The difference between past and current method mainly depends on assumption for the sample. The current method use the biased sample because of excluding all zero respondent, some specific respondent of lower income and less educated, no experience of similarity goods. 본 연구는 최근에 개정된 조건부가치추정법의 적정성과 관련된 논의를 제공한다. 한국개발연구원 공공투자관리센터에서 배포된 가이드라인에 따르면, 최근에 개정된 방법론은 오차항에대한 로그분포 가정과 영의 지불의사자를 분석 표본에서 제외하고 추정하는 변화가 있었다. 본 연구는 설문조사의 결과를 신뢰할 수 있는지 여부를 검토하는 이론 타당성 검정 가능성을확인하는 것을 목적으로 한다. 이를 위해 2014~2016년까지 조건부가치추정법이 적용된 예비타당성조사 9건의 설문조사 표본을 활용하여 현재와 이전 방법론을 적용할 경우의 이론 타당성 검정 결과를 제시하였다. 실증분석 결과, 이전 모형 방법론에서 공변량의 유의성이 더높은 것으로 나타났다. 이는 현재의 방법론에서는 소득과 교육수준이 낮고, 재화에 대한 경험이 적은 응답자들이 분석 표본에서 제외되어 편향표본만 남기 때문이다.

가상가치평가법을 이용한 대한민국 독서대전의 경제적 가치평가연구

김기현,윤유식,윤영혜 한국자료분석학회 2015 Journal of the Korean Data Analysis Society Vol.17 No.3

본 연구는 가상가치평가법(CVM)을 이용하여 대한민국독서대전의 문화관광이벤트로서의 경제적 가치를 평가하고자 하였다. 최근 지방자치단체에서의 특색있는 이벤트 개최는 지역경쟁력 강화를 위한 필수적 요소이기 때문에 다양한 각도의 연구가 필요한 시점이라 할 수 있다. 따라서 비 시장재인 대한민국독서대전의 가상가치를 평가하여 실제 방문객의 의견을 반영한 행사의 가치를 도출하고자 한다. 본 연구는 2014 대한민국독서대전 방문객을 대상으로 현장조사를 실시하였으며, 총 475개의 유효표본을 SPSS 21.0을 이용하여 CVM을 추정한 결과 대한민국독서대전의 입장료가치는 절단된 평균값(WTP truncated mean)을 기준으로 할 경우 39,857원으로 추정되었다. 또한 1인당 대한민국독서대전의 문화관광이벤트로서의 가치(30,540원)와 2014년 참가자수(1,070,000명)를 고려할 때, 총 경제적 가치는 약 3,268백만원으로 추정되었다. 이는 대한민국독서대전이 개최되지 않았을 경우 3,268백만원에 해당되는 경제적 편익을 잃게 된다는 것을 의미한다. 따라서 문화체육관광부에서는 문화관광이벤트의 질적 성장 및 대국민 인식의 확대를 위해서는 대한민국독서대전의 지속적 개최방안의 마련이 필요할 것으로 사료된다. 한편 로짓모델 추정 결과 지불의사에 영향을 미치는 주요 변수 및 요인으로는 문화행사로서의 중요성, 교육적 체험요소, 심미적 체험요소, 일탈적 체험요소로 나타났다. The purpose of this study was to estimate the economic value of visiting Korea Reading Festival using a contingent valuation method (CVM). This study also aimed to identify independent variables that determine the willingness to pay (WTP) for visiting Korea Reading Festival. Onsite surveys were conducted with participants using a quota sampling method based on population, age, and gender. The results of CVM show that the economic value of visiting Korea Reading Festival was estimated to be KRW 30,540 per person using WTP truncated method. And total economic value considering 1.07 million people was evaluated in approximately KRW 3,268,000,000. The results of the logit model also indicate that importance of festival as a cultural event and experiential factors (educational, aesthetic, deviant) were important explanatory variables in predicting WTP for visiting Korea Reading Festival. This study evaluated the economic valuation of Korea Reading Festival using the contingent valuation method. The result confirmed the necessity and the high economic value of the Korea Reading Festival.

조건부가치측정법을 이용한 스마트 홈 서비스의 지불의사액 추정

김용희 ( Kim Yonghee ),임성은 ( Lim Sung Eun ),최정일 ( Choi Jeongil ) 한국품질경영학회 2016 품질경영학회지 Vol.44 No.4

Purpose: The purpose of this study is to evaluate the value of smart home service using contingent valuation method that is the method evaluating the value of service which will be provided in the future. Using this method, this study suggests proper price and market value of smart home service through figuring out customer`s willingness to pay. Methods: To estimate willingness to pay for smart home service, this study uses double bounded dichotomous choice question. The survey was conducted for 2 months from December in 2015 to February in 2016. A total of 269 copies were used to estimate through R-programming. Results: The results of this study are as follows; Gender(especially woman), income, proposed price are the factors which affecting willingness to pay. As the result of this study, average price of willingness to pay for smart home service estimates as \29,653. Comparing with high-speed internet bundling service fee, this estimated price for smart home service is appropriate level for customers to accept. Conclusion: This study estimates consumer`s willingness to pay for smart home service which is in the market entry stage. In corporate side, this study might be meaningful for estimating investment scale and profit. Also it could provide basis for establishing strategic policy to develop smart home service market in government side.

1.5 양분선택형 질문법을 적용한 지역문화재의 가치추정

정연정(Jung, Yeon-Jung),공기서(Kong, Ki-Seo),유진채(Yoo, Jin-Chae) 한국지역개발학회 2010 韓國地域開發學會誌 Vol.22 No.1

The purpose of this study is to estimate the total economic value of the Sangdang mountain fortress in Cheongju city by Contingent Valuation Method. We surveyed 812 citizens were selected as samplesof the Sangdang Mountain F ortress beneficing in the resident Cheongju City and Chungwon County. We used the method of One-and-One-Half bound dichotomous-choice method to analyze the total economic value of the Sangdang mountain fortress per household. The one-andone-half format provides less information than the double bound approach, but captures a large portion of the gain associated with moving from single bound to double bound. The range of willingness to pay about preservation and demobilization of the Sangdang mountain fortress is from 1,027 won to 3,405 won in the linear logit model.

가상적 가치추정법(CVM)을 이용한 농촌관광 자원개발의 편익가치 분석

박창규 ( Chang Kyu Park ) 관광경영학회 2012 관광경영연구 Vol.50 No.-

With the increasing concern about natural resources that suffer from devastating and losing reproductivity, Non-use values of resources prepared for the future availability take much more values than the present use values in the resource valuation. This study aims at measuring Total Non-use values in the urban parks at Damyang Changpyung Slowcity by adopting the CVM(Contingent Valuation Method) and each valuation method is presented. Therefore synthetic valuation process must be done prior to public policy making and it must include the measurement of the Use value and Non-use value of resources mentioned in the above. Using Turnbull model, the value of Damyang Changpyung Slowcity was estimated to be 2,074 won per person. As a result, this study suggests that use values about slow tourism with deliberate planning is most important requirement for successful slow tourism development at this moment in time.