Contingent Valuation Calibration Using Follow-up Certainty Question: A Case Study of Non-use Value Assessment of Gushan Scenic Area in Fujian Province

  • Institute of Environmental Science, Fujian Normal University, Fuzhou 350007, China

Received date: 2011-08-23

  Revised date: 2011-09-08

  Online published: 2012-10-20


Contingent valuation (CV) method is an important method in environment and resource valuation assessment, and follow-up certainty question is just one of the convenient and effective measures to enhance CV validity. We illustrated contingent valuation calibration using follow-up certainty question with a 10-point Likert quantization table by a case study of Gushan scenic area non-use value assessment. We employed double boundary dichotomous choice elicitation. The experiment was conducted face to face, and produced a total of 518 valid questionnaire samples. The action certainty of respondents with positive willingness-to-pay for Gushan Protection Society were normal distribution with mean certainty 6.72. Respondent’s income and his familiarization to Gushan scenic area were significantly positively related to his action certainty, and his action certainty is sensitive to the initial bid. Respondents’ positive willingness-to-pay dropped from 51.5% to 27.8% or 23.3% respectively when certainty threshold value was 7 or 8, and mean willingness-to-pay dropped from 33.24 yuan to 19.74 yuan or 16.36 yuan accordingly. CV result falls by half by follow-up certainty question calibration.

Cite this article

XU Li-zhong, YANG Jing, ZHONG Man-xiu, HAN Zhi-xia, HU Jun, HUANG Mei-fen, ZHANG Jiang-shan . Contingent Valuation Calibration Using Follow-up Certainty Question: A Case Study of Non-use Value Assessment of Gushan Scenic Area in Fujian Province[J]. JOURNAL OF NATURAL RESOURCES, 2012 , (10) : 1778 -1787 . DOI: 10.11849/zrzyxb.2012.10.015


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