A RESEARCH ON THE WILLINGNESS TO PAY FOR CERTIFICATED ECOTOURISM PRODUCT——THE EMPIRICAL ANALYSIS BASED ON THE TOURISTS OF ZHEJIANG'S FOUR SCENIC SPOTS

Tourist acceptance is a key for susscuss in marking ecotourism certification product in the world.In the article,the tourist perception and attitude towards ecotourism certification product are analyzed and the tourist willingness to pay is estimated.The results show the tourist's selection toward tourist product is affected by many socio-economic and demographic factors such as gender,education,income per month,travel frequency,travel way,tourist expense in the last year,the attitude towards ecotourism certification and the price of not certificated tourist product.The computed WTP indicates,on average,that the survey respondents are willing to pay a 35.1% premium in order to consume ecotourism certification product.