• Journal of the Korean Society of Food Culture
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• v.22 no.6
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• pp.794-800
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• 2007

The purpose of this study was to measure the tourists' preference for alternative restaurants with different combinations of 4 attribute levels: origin description, food type, price and service guarantee. A total of 210 questionnaires were completed from tourists who visited Kwangyang, Suncheon and Yeosu during Jan. 2 - Jan. 15, 2007. Conjoint experiment method was used to develop hypothetical restaurants. Ordinal probit model was used to measure the effects of attribute levels on the tourists' preference. Results of the study demonstrated that the ordinal probit model analysis result for the data indicated excellent model fit. The effects of attribute levels (origin description, traditional food, fusion food, price, service guarantee) on the tourists' preference were statistically significant. As expected, estimates of marginal willingness to pay for origin description(3.063), food type(2.349), and service guarantee(2.356) were statistically significant. Moreover, tourists were more willing to pay for origin description than other attribute levels. Tourists also considered the origin description as the very important attribute. In conclusion, based on conjoint analysis, a model was proposed of marginal willingness to pay of attribute levels. It should be noted that the original model was modified and should, preferably, be validated in future research.

• Proceedings of the SAREK Conference
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• 2009.06a
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• pp.650-655
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• 2009

In this study, a consumer willingness to pays for residential heating systems are estimated by economic valuation method. The major Korean residential heating systems in apartments are central heating system (CH), district heating system (DH), and individual heating system (IH). However, DH and IH systems are adopted in newly constructed apartments. Each heating system has own characteristics which residents can identify and value. 700 households in apartment were surveyed to analyze the preference of the residential heating systems and to estimate willingness to pay. We find that the households in DH system are more satisfied with their heating system than the households in other systems overall and that consumers prefer an apartment with DH system than with IH system and the willingness to pay for IH system is less than DH system. The results indicate that DH system has the relative premium which may be caused by the safety and the convenience to manage the system.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.348-359
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• 2013

The core of contents monetization is the consumer's willingness to pay. In the past, the terrestrial contents can be used through the frequency for free. As the terrestrial contents use via online services has been increased, the importance of willingness to pay for the broadcasting contents is getting bigger. To find critical factors which can influence on the willingness to pay for the terrestrial contents, independent factors are categorized into three. The independent factors are users' awareness for copyright protection, contents characteristics, and platform characteristics. The results show that attitude for paying, subjective norms for copyright protection, rapid providing of contents, quality of service, social critical point, and expected service value are found out as significant factors. This result implies that it is necessary to enhance platform competitiveness to survive in convergence environment and customer relationships should be reinforced to maintain them as loyal customers.

• Environmental and Resource Economics Review
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• v.31 no.4
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• pp.619-644
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• 2022

The purpose of this study is to estimate the economic benefit of improving ground water quality in Jeju Island, where groundwater pollution has recently become a social issue and various water quality improvement projects are being promoted. By applying the contingent valuation method, an online survey was conducted on Jeju Island residents to analyze the response data of 542 respondents and estimate the mean willingness to pay using 16 models. The estimation of the double-bounded dichotomous choice model confirmed that each household was willing to pay 28,008 won per year, with the willingness to pay estimated at a minimum of 17,762 won and a maximum of 37,416 won based on different models. The total annual benefit for Jeju Island's ground water quality improvement was estimated to be about 8.66 billion won , and socioeconomic factors influencing willingness-to-pay were investigated. This study is expected to serve as a foundation for the development of environmental improvement policies by assisting in the understanding of Jeju Island's unique water resource environment.

• Environmental and Resource Economics Review
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• v.9 no.5
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• pp.829-851
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• 2000

This study used the contingent valuation method to determine how much consumers would be willing to pay to improve their city-gas safety and what factors influence consumers' willingness-to-pay (WTP). To elicit this information a mail questionnaire was sent to a randomly selected sample of 2,400 residents who use the city-gas. The survey results showed that individuals were willing to pay $4,750{\pm}342.8$ won per month for the city-gas safety improvement. The aggregate annual WTP was estimated at 121.5~318.0 billion won. To better understand how individual's socio/demographic characteristics affect the WTP, Censored Tobit analysis was used. The results show that higher income, more gas use (cooking and heating), willingness to install a safety instrument significantly increase consumer's WTP.

• Journal of Korean Society of Rural Planning
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• v.13 no.1 s.34
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• pp.33-40
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• 2007

The purpose of this paper is to analyze the value of stone fences in Jeju Island. The result that executes attitude survey to local resident and visitor can be summarizing as following. First are the function and the value of Jeju traditional stone fences. Local resident favored the culture heritage succession and evaluated its' usage Value highly. Visitors also have favored rural landscape offer function and evaluated inheritance value (Bequest Value) highly. Secondly, 80.5% of visitors, 78.1% of local resident have formed opinion about preservation of traditional stone fences. But the Willingness to pay for traditional stone fences fund was raised by 38.6% in local resident and 55.7% in visitor. The reason that willingness to pay does not exist is that it is chargeable to connection group and government, or it has no money to pay. Thirdly, local resident wanted to use made up stone fence preservation fund in rural landscape offer function. Visitor wanted that it is used to raise various function of stone fence.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.8
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• pp.465-473
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• 2021

This study is the application of a choice experiment to assess Mekong Delta urban households' preferences and motivations for ecosystem conservation in the U Minh forest. The study applied a choice modeling approach to estimate the economic values of the proposed ecosystem conservation program in the U Minh forest by accessing urban consumer preferences and their willingness to pay for the project. Discrete choice experimental data was collected from 450 residents in the cities of the Vietnamese Mekong Delta. The multinomial logit model was employed to identify consumer's stated preferences for the environmental and sustainability attributes of the conservation project. The results showed that Mekong Delta urban residents paid much attention to the proposed project to protect and develop the U Minh forest. In addition, the results showed that higher education, income, and knowledge of the U Minh forest revealed a higher likelihood of selecting the project, while the older residents would select the status quo more than the younger ones. The study also proved that the effect of participation had a strong impact on the willingness to pay for the project. The findings could be useful for policymakers to take action to raise resident's awareness and willingness to pay for the U Minh forest project.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.9 no.4
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• pp.113-122
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• 2010

Research and development related to advanced railway systems is currently underway presently to promote the maintenance and economic feasibility of subways, and the aim of such research and development is to enhance the functionality, passenger convenience, system safety and reliability assurance of the subway. In this situation, a study that predicts the effect that the development of such an advanced railway system would have on subway users is required. To this end, this study derived willingness to pay and decision factors with the introduction of an advanced railway system after surveying passengers who use subway lines 1~8. The Price Sensitivity Method (PSM) was applied to derive the willingness to pay in relation to user convenience (operating speed, ride comfort, safety, comfort, security and informativeness) with the introduction of an advanced railway system. In addition, willingness to pay and decision factors were examined after explaining the effects of introducing an advanced railway system in detail to subway users. Through the analysis, it was found that willingness to pay amounted to a premium of 148 won ~ 161 won with the introduction of an advanced railway system, and that this was affected by factors such as gender, frequency of use, satisfaction with comfort, and satisfaction with security.

• Korean Journal of Organic Agriculture
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• v.12 no.3
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• pp.317-331
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• 2004

Foci of this thesis arc an estimation of willingness to pay and an establishment of green marketing strategics for environment-friendly agricultural products(EFAR). Estimations of willingness to pay for grain, vegetables, fruit and processed food-stuffs arc respectively 20.6%, 20.2%, 19.3% and 17.2% higher than agricultural products produced by conventional farming method. And a green mark6ting mix for EFAP is as follows; Erst, a product strategy focuses on producing safe and high-quality foods by environment-friendly agriculture(EFA) to point to consumer’s health and desire for environmental preservation. Second, in a price strategy, the balance of three factors should be kept, namely the environmental value the true quality as food materials and the price of EFAP. Third, a place strategy is to reduce waste matters, resource and energy uses in marketing chain, and to simplify marketing channels. Also, it is necessary to choose the marketing channel for price discrimination. Fourth, a promotion strategy make use of programs that emphasize the multi-function of EFA.

• Journal of Korean Society of Rural Planning
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• v.20 no.3
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• pp.101-110
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• 2014

As a rise in national income has resulted in the growth in tourism demand, many studies on developing and managing tourism resources were publicized. In this context, this study was conducted to analyze the demand and willingness to pay(WTP) using contingent valuation method for agricultural experience of Daegu Urban Agriculture Park and to suggest a proper participation fee. The survey targeting Daegu citizens was performed, and we obtained 346 valid samples. We carried out the logistic analysis and figured out that sex, age, education and alienation area for urban agriculture affected to probability of agricultural experience participation. As the result of estimating willingness to pay(WTP), the measured range with this samples was from 6,052 to 16,436won. Finally, we also attained 25,000won as the proper participation fee which enables maximum revenue by conducting the scenario analysis. These findings are important in setting up the construction plan and pricing the appropriate participation fee for Daegu Urban Agriculture Park.