ABSTRACT

The main purpose of this study is to estimate the preservation value of the Confucianism symbol tree at Jeonju Hyanggyo, a traditional Confucian school in Korea during the Joseon Dynasty (1392–1910), using the contingent valuation method (CVM). CVM is widely used to estimate the economic value of non-market goods in the form of willingness-to-pay (WTP). The secondary purpose is to investigate whether perceived value is statistically related to WTP. A two-step approach is applied to reduce hypothetical bias. The results show that respondents are willing to pay 5,163 KRW (=4.57 USD) to preserve the Jeonju Hyanggyo tree. Further, respondents who perceive higher functional value are more likely to pay more.

摘要

本研究的主要目的是使用条件估价法 (CVM) 估计朝鲜王朝 (1392-1910) 韩国传统儒家学校全州香教的儒家符号树的保存价值。CVM被广泛用于以支付意愿（WTP）的形式估计非市场商品的经济价值。次要目的是调查感知价值是否与支付意愿在统计上相关。应用两步法来减少假设偏差。结果显示，受访者愿意支付 5,163 韩元（=4.57 美元）来保护全州香桥。此外，认为功能价值更高的受访者更有可能支付更多费用。