Abstract
Purpose - This study estimated the value of tourists’ willingness to pay (WTP) to develop and promote regional tourism and minimize external effects using the contingent valuation method (CVM).
 Design/methodology/approach - To reduce exaggeration bias, a major issue of CVM, a pilot survey was conducted to categorize bid value. Additionally, the payment method was divided into a tourism fund and tourism taxes, and the respondents’ answers were reaffirmed in two stages.
 Findings - As a result of the analysis, the tourists’ WTP was estimated to be 5,132 KRW (3.60 USD) for the tourism fund and 1,036 KRW (0.73 USD) for tourism taxes.
 Research implications or Originality - The results of this study provide implications for securing financial resources and establishing policies in Gangwon province, which promotes special self-governing.
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