정보제공에 따른 문화관광축제의 입장료 지불의사금액 추정: 양양송이축제의 현장체험 사례를 중심으로

초록

The purpose of the research is to estimate the economic value of Song-i experience product at Yangyang Song-i Festival(YSF), and find the determinants affect willingness to pay(WTP) persisting for YSF. For achieving the purpose, contingent valuation method(CVM) was used and applied open-ended questionnaire to collect visitors' individual WTP in order to solve the starting bias that means to be constrained by starting points like as anchor when visitors response their WTP for YSF. In this research economic value measurement scenario was designed with two steps: in the first step it would be questioned WTP to individual visitors. In the second step visitors be answered WTP for YSF when they encounter the special price information about song-i one piece at the best product.The results are as follows: Firstly, the economic value of Song-i experience product is to be about ￦10,797 on Ante WTP and ￦14,491 on Post WTP. Secondly, the determinants affect on the Ante WTP and Post WTP are the education level, sex and marital status on the basis of Tobit model which is fit for data that a large number of observations are zero.In conclusions, YSF committee should build the marketing strategies verifying the potential target market and attracting the real visitors.The target market should be family type including older male members who possess a discretionary income with higher education level.

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