Abstract
With the vigorous development of urbanization and rural tourism, the landscape of villages and towns has undergone tremendous changes under the influence of policies and industries. In order to avoid irreversible changes in the local heritage landscape and promote local sustainable development, it is necessary to strengthen the attention and research on the rural recreation landscape. This research examines the value of rural landscape recreation by applying the choice experiment method (CEM) to a suburban area in Sichuan, China. Mixed logit models were adopted in examining tourists’ willingness-to-pay (WTP) for rural landscape improvement and preference heterogeneity. An assessment of the rural landscape’s recreational value was made using the compensating surplus calculation method. Results reported are of four important landscape elements: ecological environment, rural life and associated productive landscape, rural housing, and service landscape, ranked by tourists from high-to-low. A major finding of the research is that an increase in rural tourism is dependent upon improvements to landscape elements. The results of this research can provide policymakers with valuable information necessary to develop a successful plan to attract and increase tourism in rural areas of China.
Highlights
Rural tourism (RT) has been widely recognized as an effective catalyst for rural socio-economic regeneration [1,2,3,4,5]
This research examines the value of rural landscape recreation by applying the choice experiment method to a suburban area in Sichuan, China
Chengdu Plain and Sam Shing Huaxiang have developed a unique experience in agriculture, accumulating expertise in various stages of its history
Summary
Rural tourism (RT) has been widely recognized as an effective catalyst for rural socio-economic regeneration [1,2,3,4,5]. China is still recognized as the most populous agrarian society in the world [6], rural tourism in China is a relatively recent phenomenon, with only about 20 years of development [7]. The Chinese government has always placed primary importance on meeting the challenge of rural social and economic development, supporting and promoting rural tourism through promotions and events. China’s rapid urbanization has created a social and economic phenomenon that has resulted in the rapid conversion of land use from rural to urban with a negative impact on agricultural landscapes [8,9]. Migration to urban areas from 1996–2008 resulted in a 135.2 million decrease in China’s rural population [11]. The yearly migration of 10 million people during the 1990s from China’s rural areas resulted in rapid urbanization [12]
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