2007년에 도입된 인삼 임의자조금제도가 앞으로 범 인삼업 계가 참여하는 의무자조금제도로 전환될 예정이다. 인삼 의무 자조금의 성공적인 조성과 운용을 위해서는 자조금 거출액을 합리적인 수준으로 책정하고 인삼 농가들의 자발적인 참여를 유도하는 것이 필요하다. 본 연구에서는 이중양분선택형 조건 부가치평가법(CVM)을 이용하여 인삼 의무자조금에 대한 농 가의 지불의사액을 추정하였으며, 주요 결과 및 시사점은 다 음과 같다. 1. 인삼 의무자조금에 대한 농가 지불의사액(WTP)의 평균 값(Mean WTP)과 중앙값(Median WTP)은 각각 117.27원/kg 과 86.81원/kg으로 추정되었다. 따라서 인삼 대표자 그룹회의 에서 논의된 인삼 의무자조금 거출액인 100원/kg 수준이 무난 한 것으로 판단된다. 2. 인구통계학적 변수가 인삼 의무자조금 납부에 미치는 영 향을 검증한 결과 자조금에 대한 인지도가 높을수록, 그리고 교육수준이 높을수록 인삼 자조금을 납부할 확률이 높아지는 것으로 나타났다. 3. 기존에 인삼 임의자조금을 납부해온 농가일수록 의무자 조금을 납부할 확률이 낮아지는 것으로 나타났는데, 이러한 결 과는 인삼 자조금의 경제적 효과에 대한 회의적인 태도에서 비롯된다. 따라서 향후 인삼 의무자조금사업의 성공적인 안착 을 위해서는 인삼 농가들을 대상으로 자조금의 도입 취지, 필 요성, 경제적 효과 등에 대해 보다 확실히 인식시킴으로써 자 발적인 참여를 유도하는 것이 필요하다.

The objective of this study is to propose the motivation of the analysis on consumer’s purchase behavior and willingness-to-pay for flower tea. Therefore, we survey the purchase behaviors on flower teas as compared with leaf teas such as green teas. We also analyze the willingness to purchase and pay for such teas. The reasons for consuming flower teas are ‘flavor’, ‘beauty/diet’, ‘health’, consecutively. Consumers prioritize ‘safety’, ‘quality’, ‘price’, and ‘design’ when purchasing flower teas. Nevertheless, it is also essential to consider ‘flavor’ as a quality factor. It is necessary to differentiate the process and marketing strategies for the development of flower teas.

본 연구의 목적은 응답자의 사회ㆍ경제적 상황에 따 른 산림경관에 대한 지불의사금액의 차이를 구명함에 있다. 이를 위해 통계적 기법을 활용하여 사회ㆍ경제적 상황에 따른 지불의사금액의 차이를 분석한 결과, 산림 을 접할 때 가장 높은 금액을 지불할 의사가 있는 것으 로 나타났다. 그리고 남자보다는 여자가 더 높은 지불 의사금액이 나타났으며, 전문직, 자영업 등 경제적 여 유가 있는 직업보다는 생산직, 공무원 등과 같이 시간 적 여유가 있는 직업에서 높은 지불의사금액이 나타났 다. 그리고 연령에서는 은퇴 후인 60대에서 산림경관에 대해 지불할 의사가 낮은 것으로 나타났다. 가구당 소 득에 있어서는 소득이 증가할수록 지불의사가 증가하는 경향을 보이고 있으나 1,000만 원 이상 고소득층에서는 오히려 지불의사가 가장 낮게 나타난 점이 흥미롭다.

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.

We gathered exposure data on indoor air pollution, and investigated the dose-response slope factor for indoor air pollutants, such as volatile organic compounds, aldehydes and radon. Population cancer risks (that is the theoretical cancer deaths) were estimated from exposure to the pollutants. In addition, the damage costs, due to their risks, were estimated using WTP (willingness to pay) and VSL (value of a statistical life), which were investigated by a dichotomous contingent valuation method (DCVM). As a priority for human health risks and damage costs, management strategies are required for both radon and formaldehyde as indoor air pollutants. When the numeric results of human risks and damage costs are applied for other purposes, some assumptions and uncertainties have to be considered to use the results as useful screening tools for the administration of practical risk-based priorities.

The objective of this study is to analyze the factors increased use of environmentalfriendly agricultural product in school food service. For this, I surveyed the perceptions on environmental-friendly agricultural product and willingness-to-pay for increasing use to 500 parents of elementary, middle and high school. As a result, the perception of environment and safety is the highest, but health and consumption is the lowest. The average of willingness-to-pay is about 12,136 Won per month. But 14.2 percent of the total respondents said that they did not have a willingness-to-pay, and 62.6 percent said that they would pay an additional 10,000 won or less. The factors affecting the willingness-to-pay were gender, income, health and consumption factors. Despite the low level of parents’ perception of the health and consumption factors for environmental-friendly agricultural products, health and consumption factors affect statistically significant on the willingness-to-pay compared to others. Most of the promotion and education of environmental-friendly agricultural products has focused on safety, but this study suggests that education on the health and correct consumption of environmental-friendly agricultural products is important.

The purpose of this study is to analyze the amount of willingness to pay for environment-friendly agricultural processed foods by the level of consumption intention. To accomplish the objective of the study a consumer survey was conducted for quantitative analysis regarding consumption pattern. The ordered-probit selection model, Heckman-type two-stage method was employed for an empirical analysis on determining the amount of willingness to pay. The estimation results showed that in the case of consumers who are to keep their consumption at the present level, those with high quality contentment compared to price, brand contentment, and purchasing chiefly in the special store, have the higher amount of willingness. The estimation results also showed that in the case of consumers who are to increase their consumption, those with high quality contentment compared to price, brand contentment, certificate contentment, and having family members who suffer from diseases such as atopy, cancer, diabetes, high blood pressure, have the higher amount of willingness. Therefore For those who are to increase their consumption, enhancement of quality, enhancement of contentment with certificate, promotion are useful to increase the amount of willingness to pay.

In this study, we estimate the greenhouse farmers' willingness to pay of agricultural water supply through pipeline. First, in the questionnaire design, orthogonal design and block design were used to enhance the ease of survey. Second, the theoretical model was constructed through the setting of the probability utility function, and the parameters were estimated by using the conditional logit model. Third, all of the estimation coefficients were statistically significant at the 1% significance level. The results of analysis are summarized as follows. First, the probability of selection is increased when maintenance is carried out by Korea Rural Community Corporation or local government. Second, the probability of selection is increased when agricultural water supply through pipeline is higher than the current level. Third, if the Korea Rural Community Corporation carries out maintenance management, the marginal willingness to pay is 44 won per ton. And if the local government carries out maintenance management, the marginal willingness to pay is 25 won per ton. Fourth, according to the quality level of agricultural water supply, the marginal willingness to pay is 101 won, 114 won and 120 won per ton, respectively. This study can be used as a basic data on the cost setting for agricultural water supply through pipeline.

This study analyze the willingness to pay for customized agricultural products to diabetes. For this purpose, a survey was carried out for patients with diabetes 212 patients. The main results are as follows. First, the survey found that the interest in health and food was found to be very high in 93.9 % and 85.9 % respectively. This means that there is sufficient market potential if customized food and diets for diabetes are developed. Second, the Logit analysis showed that influential factor for the willingness to pay for a customized diet. The higher the risk, the better the health outcomes, the higher the likelihood that the higher the level of income, the more likely it is to purchase a product for a diabetic food package. Third, the average amount of willingness to pay for the customized food for diabetes patients was 7,823.5 won and the truncated average value was 6,953.3 won.

The purpose of this study is to analyze willingness to pay (WTP) for organic agricultural products. To accomplish the objective of the study, a consumer survey was conducted. Based on the pilot survey results, parametric survival model was used to analyze the WTP for organic products. The estimation results showed that the WTP for organic agricultural products is 1.4-fold when compared with the conventional products, which is lower than the current price by about 30 percent. The analytical results also showed that such variables as gender, recognitions for organic agricultural products, and consumers’ income have very significant effects on the WTP, and that there are no differences among WTPs by consumption goals. Based on major findings, the most effective countermeasure was suggested for expanding of organic food consumption through the premium reduction of organic products. Reducing the costs of production and distribution, supporting farmers’ income by direct payment system were presented. Furthermore, it is needed to allocate more budget for promoting the consumption and distribution of organic agricultural products, and for enhancing conservation of agricultural environment.

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.

The purpose of this study is to quantitatively analyze the corresponding residents' benefit to get in the future from the district unit plan of the settlement zone by Cheongju local government. The target districts were selected as Gumdeong-gol district, Juseong district, and Shinmok-gol district, and Hyeonam district which had recently set their district unit plans. Specific targets to be analyzed were some infrastructure including roads, parking lots, parks and others. Using the analysis methods of the Logit model and non-parametric test approach, this study estimated to the average amounts to be willingly paid(WTP) by the residents in targeting settlement zones and tested the reliability of the average amounts of WTP. The results of analysis were as follows. First, it was found that the WTPs for infrastructure under 1st influence area in target districts were estimated as 5,233won for road, 2,826won for parking lot, and 3,705won for park respectively. For the WTPs for infrastructure under 1nd area were estimated as 4,910 won for road, 2,242won for parking lot, and 3,620won for park respectively. Second, as the result of calculating the non-parametric WTP which built the 95% confidence interval, it was found that the all WTPs except the WTP for parking lot were fell into the 95% confidence interval. Third, as the result of calculating yearly total sum of benefits that the residents would get from the 1st influence area and the 2nd influence area, it was found that Gumdeong-gol district were expected to get 62,376,472won-amounted benefits, and Juseong district, and Shinmok-gol district, and Hyeonam district would get 35,0778,016won, 26,886,560won, and 22,252,032won respectively.

The contingent valuation method (CVM) was used along with a questionnaire survey and field research methods to analyze the factors affecting willingness to pay (WTP) for urban parks in Tai’an. The results indicated that roughly 50% of the residents visited the urban parks weekly. Doing physical exercises and viewing topped the list of activities. Residents of different characteristics had different WTPs for the service functions of urban parks. From the two surveys, 60.1% and 61.4% of residents would be willing to pay. The average individual WTPs were 42.2 yuan·a-1 and 43.1 yuan·a-1 in the two surveys, and the medianin dividual WTP was 20.0 yuan·a-1. WTP was mainly affected by satisfaction, and WTP value was mainly affected by education level and income. Other factors had some correlation, but none were significant. Finally, some useful suggestions and references were given to the government in order to enhance the urban park services proposal.

The purpose of this study is to survey on parents' preference and estimate parents' Willingness to pay(WTP) for after-school rural experience program in daegu city by choice experiment(CE). The results of this study are as follows; First, we divided after-school rural experience program into three types, namely: nature seeing, play exercise and learning experience. Second, the study has shown that parents prefer learning experience among those after-school rural experience programs. Among attributes which form a experience program, instructor certificates, consuming time and expense for participant are statistically effecting significant impact. Third, the result of estimation on willingness to pay for development of after-school rural experience program is as follow. The willingness to pay for learning experience is 6,337won, willingness to pay for instructor certificates is 14,102won and it for consuming time is 2,926won. Therefore, composition centering learning experience is better and instructor who has expert certificate is required. It is much better to compose that the consuming time is longer and the expense for experience is lower. But there is limitation because this survey was conducted based on an assumption, so it could read over estimation problem. The result of this study may provide useful information to develop after-school rural experience program using rural resources and to improve rural tourism policy.

Recently urban areas have been advanced in the aspects of convenience, traffic, and cultural environments, but they have faced various problems including environmental issues, traffic congestion, and increasing stress. In contrast, rural areas are in charge of various functions, conservations of natural environments and traditional cultures. Rural life style may be beneficial to urbanites. As urbanites are increasingly interested in leisure activities, such as experiences of tradition cultures and education, safe foods and rural tourism are gaining attention as alternative ways of satisfying their desires. In other words, the rural tourism not only provides urbanites with leisure spaces by playing a role in relations between urban and rural areas, but also acts as a nonfarm income to the rural residents. With the changes of time, the number of current rural experience tourism on a nationwide is increasing and competition among locations is getting intensive. Particularly, despite various rural tourism villages in operation, there is not a standard in the dice for experience cost and accommodation costs. Accordingly, the aim of the study was to estimate urbanites' willingness to pay(WTP) for rural experience tourism and to provide basic data for qualitative growth and revitalization with regard to the tours. The estimated WTP for rural experience tourism was found to be 5,600won for experience, 5,600won for food, 42,000won for accommodation, and 13,000won for purchasing farm products, respectively. This trend could be similarly found (there were slight differences in food cost) on all analyses, such as the research of the current situations of rural tourism villages in Gyeongnam province, the pilot survey and the estimation depending on whether or not urbanites experienced the tours. In other words, the WTP for urban hands-on experience tours estimated by this study is considered highly significant in terms with possibility of its application in the sites. It is concluded that the urbanites' WTP for rural experience tourism obtained by this study will contribute to the setup of standard index of rural tourism, the qualitative development of rural hands-on experiences, and the raise of nonfarm income.

Weather forecasting is one of the key elements to improve health through the prevention and mitigation of health problems. Health forecasting is a potential resource creating enormous added value as it is effectively used for people. The purpose of this study is to estimate 'Willingness to Pay' for health forecasting. This survey was carried out to derive willingness to pay from 400 people who lived in Busan and Kyungnam Province and over 30 years of age during the period of July 1-31, 2009. The results showed that a 47.50% of people had intention to willingness to pay for health forecasting, and the pay was 7,184.21 won per year. Willing to pay goes higher depending on 'tax burden as to benefit of weather forecasting', 'importance of the weather forecasting in the aspect of health', 'satisfaction to the weather forecasting', and 'frequency of health weather index check'. This study followed the suggestion of the Korea Meteorological Administration generally and the values derived through surveys could be reliable. It can be concluded that a number of citizens who are willing to pay for health forecasting are high enough to meet the costs needed to provide health forecasting.

이 논문은 비모수추정법에 의한 조건부가치측정법을 이용하여 부산시 가정용수 수질개선에 대한 지불의사액을 추정하는 것이다. 이와 같은 연구는 생활용수를 관리하는 정책입안자들에게 수질개선에 따른 경제적 편익의 정보를 제공하고, 부산시의 생활용수 개선사업을 수행여부나 수행규모를 결정하는데 있어서 유용한 정보와 시사점을 제공할 수 있다. 비모수추정법은 모수추정법에서 가정되는 모형분포의 적합도, 모형설정, 이분산 등의 가정과 검정이 필요 없을 뿐만 아니라 비교적

본 논문에서는 환경부에서 진행 중인 ‘지하수오염방지기술 개발사업’에 대한 경제성 분석의 기초자료로서 지하수오염 개선을 위한 일반가구의 지불의사액을 분석하고자 한다. 이를 위해 조건부 가치측정법(CVM)을 적용하되, CVM 연구에서 지켜야 할 다양한 지침을 엄격하게 준수하면서 가구조사를 시행하였다. 구체적으로 서울시, 인천시, 경기도 등 수도권 500 가구를 무작위로 추출하여 일대일 개별면접을 통해 '지하수오염방지기술 개발사업'에 의한 지하수오염개선을 위

본 연구는 가뭄시 제한급수를 할 경우 이에 대한 소비자의 지불의사를 추정코자 하였다. 7대 특 광역시와 32개 가뭄상습지역에 거주하는 일반인을 대상으로 가정용수 수요패턴과 가뭄을 고려한 가정용수의 가치를 추정하였다. 조사결과 상대적으로 부유한 특 광역시 주민들은 수돗물의 수량보다는 수질을 더 중요하게 생각하였고 상습가뭄지역의 주민들은 수질도 중요하지만 수량의 중요성을 강조하고 있다. 지불의사 추정을 위한 설문은 양분선택형과 개방형을 혼합하였고, 모형은