Estimating marine tourism environment value using choice experiment

IF 7.4 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2026-06-01 Epub Date: 2025-11-25 DOI:10.1016/j.jdmm.2025.101071

Jia-Qi Liu , Chang-Young Jeon , Hee-Won Yang

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引用次数: 0

Abstract

This study assesses the economic value of enhancing marine tourism environments in Sanya Bay, a major coastal destination in China significantly impacted by marine debris. It focuses on key environmental attributes and analyzes changes in per capita Marginal Willingness to Pay (MWTP) among three visitor groups: tourists, the relational population, and local residents. Utilizing a choice experiment and a mixed logit model applied to 746 valid responses, the results indicate that beach cleanliness is the most highly prioritized attribute across all groups. Coastal tourists demonstrated the highest MWTP for beach cleanliness, followed by water quality, while the relational population emphasized biodiversity. These results address critical environmental challenges in Sanya Bay by offering actionable insights into visitor preferences, informing resource allocation, and supporting sustainable marine tourism policies that balance ecological protection with economic development.

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利用选择实验估算海洋旅游环境价值

本研究评估了三亚湾海洋旅游环境改善的经济价值，三亚湾是中国受海洋垃圾严重影响的主要沿海目的地。本研究聚焦于关键的环境属性，并分析了游客、关系人口和当地居民这三种游客群体的人均边际支付意愿（MWTP）的变化。利用选择实验和混合logit模型应用于746个有效响应，结果表明，海滩清洁是所有群体中最优先考虑的属性。沿海游客对海滩清洁度的MWTP最高，其次是水质，而相关人群则强调生物多样性。这些研究结果通过提供可操作的见解，了解游客偏好，为资源配置提供信息，并支持平衡生态保护与经济发展的可持续海洋旅游政策，解决了三亚湾面临的关键环境挑战。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

期刊介绍： The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.