• 동아시아식생활학회지
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• 제18권2호
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• pp.165-171
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• 2008

The purpose of this study was to measure tourists' preference for alternative restaurants with different combinations of attribute levels: grown area logo, origin description, traditional food, fusion food, national food, and price. A total of 210 questionnaires were completed. A conjoint experimental method was used to develop hypothetical restaurants, and an ordinal probit model was used to measure the effects of the attribute levels on tourists' preference. The ordinal probit model analysis results for the data indicated an excellent model fit. The effects of the attribute levels on tourists' preferences were statistically significant. As expected, estimates of the marginal willingness to pay were statistically significant Moreover, the tourists were more willing to pay for grown area logo as compared to the other attribute levels. The tourists also considered the grown area logo as a very important attribute. Withe regard to developing and testing conjoint models in the design of choice experiments involving multifactor alternatives, this study may approach a deeper understanding of the conjoint experiment. Greater understanding of the conjoint experiment can improve the managerial diagnoses of the problems as well as the opportunities for different marketing strategies including local branding programs and menu development and marketing communications.

• 수산경영론집
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• 제53권2호
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• pp.42-57
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• 2022

The purpose of this study was to estimate the economic values of whale watching. The data used in this study were collected with 1,599 coastal tourists and the questionnaire included contingent valuation method questions. The results show that coastal tourists obtained the benefits of about KRW 15,970 from whale watching. Further analyses were conducted to check the differences of willingness to pay for whale watching based on the three variables as follows: previous experience of whale watching and participation intention in whale watching tourism, and previous experience of cruise trips. The results indicate that the respondents, who already participated or intended to participate in this type of tourism activity, were willing to pay higher than those, who did not participated or had no intention of participation, respectively. These results imply that whale watching could be a feasible alternative to the direct consumption of whale meat. Based on the study results, we provide policy and management-related implications for whale watching programs.

• 한국조리학회지
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• 제14권1호
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• pp.1-10
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• 2008

The purpose of this study was to measure the estimated coefficient and marginal willingness to pay of attribute level: origin logo, origin description, traditional food, fusion food, service guarantee, and price, which influence tourist preference for restaurants. Also, the study identified the attribute which confers the highest importance to tourists. Conjoint experiment and the ordinal probit model were used for this study. A total of 210 surveys were conducted by tourists. The findings from this study were as follows. First, the effects of all attributes on tourist preference for restaurants were statistically significant. Second, tourists regarded an origin logo as the very important attribute, and were more willing to pay for the case where the menu contained origin logo. These findings suggested new marketing opportunities for restaurant managers. Although this study provides some evidence on the value of the local product brand to tourists, a similar measure has not been developed for local residents. This is an area in need of future research.

• Nuclear Engineering and Technology
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• 제49권3호
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• pp.609-620
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• 2017

We studied the value of a nuclear power plant by considering Koreans' willingness to pay (WTP) for neutralizing the various problems caused by building and operating a new plant. For this, we used a conjoint analysis and ordered logistic regression. We then compared the WTP estimates between various segment groups. The results revealed that each household was willing to pay an additional 99,677 Korean Won (KRW)/mo on average to resolve the negative impacts from a nuclear plant. Therefore, the yearly cognitive and economic value of a nuclear plant in Korea was about 19 trillion KRW. Through a segment analysis, we found that the more educated, younger, and poorer groups gave higher cognitive values than the less educated, older, and richer groups, respectively. Also, people who lived far from a plant gave higher values than people living near a plant, and people with more knowledge about or interest in nuclear energy gave higher values than people with less knowledge or interest. People who felt that nuclear energy is necessary gave higher values to nuclear energy than those who did not. Our results can be used as bases to set targets for promoting nuclear energy and pursuing a national project of building a nuclear power plant.

• 산업공학
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• 제11권3호
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• pp.209-218
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• 1998

This paper is concerned with the assessment of benefits from water quality improvements. The contingent valuation method (CVM) is employed to directly measure the value of the project for the improvement of the water pollution in the Kumgang area. The perceived value of the improved water quality is investigated by using questionnaires to those concerned living near water-polluted area. The questionnaire includes such questions as the amount to willingly pay, the motivation to pay, the reasons of rejecting the payment, and some socio-economic data. The results of the survey show that (1) non-use value of the environmental goods is perceived to be more important than use-value of the environmental goods; (2) "willingness to pay" for the improved water quality varies according to the degree of educational level. income level and ages; (3) the resistance to pay for the project comes from the "polluter's pay principle".

• 한국유기농업학회지
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• 제22권2호
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• pp.219-228
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• 2014

Even though consumers' concern about food-safety certified or environment-friendly chicken meat becomes one of the main issues of food consumption in Korea, university students' interest about food-safety certified or environment-friendly chicken meat was not often discussed. We realized that the cafeteria of university is one of the largest consumption points for the chicken meat of university students, and tried to analyze university students' consumption of food-safety certified or environment-friendly chicken meat at the cafeterias of university. The object of this paper is to conduct survey analysis about the students' behavior for consumption of food-safety certified or environment-friendly chicken meat at the cafeterias of university and to measure WTP(Willingness-to-pay) for the food cooked with food-safety certified or environment-friendly chicken meat. The results present that most of students show higher preference of environment-friendly chicken meat than food-safety certified chicken meat, and that they can pay 1,329.9 Korean won for food cooked with environment-friendly chicken meat.

• 한국수자원학회논문집
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• 제46권10호
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• pp.989-995
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• 2013

본 연구는 상관 다기능 저류지의 조성을 가상적으로 설정하여 환경개선용수 공급편익을 추정하고자 한다. 이를 위해 국민들의 지불의사액(WTP, willingness to pay)을 유도할 수 있는 설문조사기법인 조건부 가치측정법을 적용한다. 조사결과 많은 응답자들은 영의 WTP를 밝혔다. 이러한 영의 WTP를 다루기 위해 본 연구에서는 스파이크 모형을 적용한다. 분석결과 환경개선용수 공급편익은 사업지에 대해 가구당 연간 1,393.7원, 비사업지에 대해 가구당 연간 2,237.7원으로 추정되었다. 이 값을 전국으로 확장하면 연간 383.6억원에 달한다. 이러한 분석결과는 환경개선용수의 공급편익과 관련된 투자의 적정수준 결정 및 관리정책 결정에 있어서 유용하게 활용될 수 있을 것이다.

• 자원ㆍ환경경제연구
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• 제31권4호
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• pp.531-559
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• 2022

외부비용 내부화와 타 발전연료원과의 형평성 차원에서 원전에 대한 과세논의가 꾸준히 제기되어 왔다. 그러나 이들 논의 대부분은 정책공급자 내지 입안자 중심으로 이루어지고 있어 과세 방식에 대한 국민 수용성을 제대로 반영하지 못한다는 한계가 존재한다. 본 연구는 원전 신규 과세 개편과 관련된 핵심 쟁점 사항을 중심으로 선택실험법을 활용하여 정책소비자가 선호하는 과세 방안을 검토하였다. 일반시민을 대상으로 한 설문조사를 바탕으로 선택실험법에서의 지불의사액 추정결과 원자력 연료(2.19원/kWh), 방사성폐기물(1.46원/kWh), 원전 시설규모(-3.65원/kWh)의 순으로, 응답자들은 원자력 연료에 대한 과세를 다른 대안보다 상대적으로 더 선호하는 것으로 나타났다. 재원 활용방식에 대한 지불의사액은 국가경제 활성화 재원(6.39원/kWh)과 기후위기대응 재원(6.12원/kWh)보다 근소하게 높은 것으로 나타났다. 본 결과는 원전 과세의 설계는 과세 대상 보다는 재원 활용방식에 더 초점을 맞출 필요가 있음을 시사한다.

• 한국생활과학회지
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• 제14권4호
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• pp.561-575
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• 2005

This paper searches Internet auction sites to study consumer willingness to reuse and consumer satisfaction, along with its frequency of usage and evaluation. This study also examines the differency in the frequency of usage, the number of products purchased, consumer satisfaction and willingness to reuse, and evaluation of the auction sites according to the characteristics of consumers' socio-economic factors and the auction site itself. Determinant variables is investigated in the level of consumer satisfaction. The results of this study are as below: First, consumers used auction sites frequently, especially when they were in their 20s, intended to purchase clothes, and thought the delivery time would be short. In addition, consumers were more likely to purchase products, with low income buy first pay later, and short deliberation. Second, consumers, unemployed and in their 50s, sell-purchase among consumers were less likely to have a willingness to reuse the auction site. However, consumers with an experience to buy clothes or products with a price between 50,000 and 100,000 won were more likely to have a willingness to reuse the site. Third, consumer satisfaction with auction sites were higher among those who were females; responsible as a consumer; full of experiences; and received the product within a short period of time. Lastly, the willingness to reuse auction sites was positively related to the following type of consumers: single, employed, and responsible as a consumer.

• 보건교육건강증진학회지
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• 제29권5호
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• pp.37-48
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• 2012

Objectives: The economic evaluation of health promotion programs has increasingly become an imperative activity for securing public fund or budget. The purpose of this study is to conduct an economic evaluation for the healthy school canteen program using the contingent valuation method(CVM). Methods: To estimate the benefit from the healthy school canteen program, double-bounded dichotomous choice method as a sort of willingness to pay was employed. Four hundred parents who lived in Seoul and have students at middle or high schools, were administrated by semi-constructive questionnaire containing the necessary information for benefit estimation. Cost estimation of healthy school canteen program was made referring to three types of pilot programs. Finally, the benefit against the cost was worked out according to the three levels of estimated cost. Results: Cost estimate is 8,488 and 9,311 won depending on the two senarios about how to invest on the program, respectably. The results of benefit estimate shows that the average cost willingness to pay(WTP) for healthy school canteen program is 21,275 won(16,963-59,838 won, 95% CI) and total benefits turned out 14.7 billion won. According to the cost-benefit analysis, average benefit-cost ratio is from 2.3 to 3.6. Conclusions: Healthy school canteen program could be economically accepted, and government can take consideration of expanding beneficiaries of healthy school canteen program for health promotion.