Study on Tourists' Willingness to Pay for Educational Services in Sightseeing Places
基于中国12省景区2800份问卷，发现49.4%游客愿为教育服务支付平均28.6元，支付意愿受年龄、婚姻、学历、职业、收入及景区教育能力影响，与性别无关。
By conducting a survey on Chinese tourists in 12 sightseeing places of 12 provinces in China with Contingent Valuation Method(CVM),this essay analyzes tourists' willingness to pay for educational services in sightseeing places,aims at advocating the concept of paying the charges in good planning guidance,and at establishing a transparent and reasonable pricing system.Data of 2 800 effective questionnaires show the distribution and regulation of the paying willingness of the interviewees.A model indicating the paying willingness of the tourists and the influencing factors is finalized.The result states that 49.40% of the tourists are willing to pay the educational services in sightseeing places at an average amount of 28.6 yuan,which is largely related to the tourist's age,marriage status,education background,occupation income,and the sightseeing-place's educational capability of coaching and guiding visitors,not much with gender.Meanwhile,the payment term is greatly affected by age,education background,occupation and income,with 64.1 % by entrance ticket and 27.5% by tips.