The public value of agriculture and rural areas is closely associated with the concept of multifunctionality of agriculture and rural areas, which in turn signifies economic values other than the production function of agriculture and rural areas. Based on the survey results, virtual scenarios were set up and the contingent valuation method (CVM) was used to estimate the amount consumers are willing to pay (WTP) for the public functions of agriculture and rural areas. This study selected five domains of the public value (environment conservation, maintenance of landscape and cultural tradition, enhancement of national prestige, local community maintenance and socio-economic functions, and food security) and 21 value items as components of the public value. An economic assessment of the public value of agriculture and rural areas was conducted using a binomial logistic regression model. The estimation results showed that the public value consumers are willing to pay ranges from a minimum of 6,346.8 billion won to a maximum of 9,327.2 billion won.

The Purpose of this paper is to estimates consumers’ willingness to pay for Urban Agriculture Park attributes. we analysis the marginal WTP by choice experiment method. Choice experiment (CE) is designed to elicit the marginal WTP differences among urban agriculture park attributes (garden scales, learning and experience area, leisure and relaxation area and fund). The results of multinomial logit model are meaningful, the total marginal WTP on the urban agriculture park attributes is 18,852 won. gardens scales is 2,949 won, learning and experience area is 11,284 won, leisure and relaxation area is 4,619 won. In the current laws, the facilities related to urban agriculture park is not. Taking advantage of the new urban agriculture park, Amendments of the law is required.

In this regard, urban agriculture is developing into a variety of shapes. Urban agriculture includes various types, such as industrial agriculture, experience agriculture, educational agriculture, exchange agriculture and cyclic agriculture. The result of evaluation on citizens’ values about multi-functions provided by urban agriculture can be used for policy making to overcome crisis of urban agriculture due to urban development and industrialization and to vitalize urban agriculture. The willingness-to-pay for the maintenance fund was categorized into vegetable garden users, general consumers, and all respondents, for analysis. The estimation results for the valuation of multi-functionality were KRW 20,367 per household for general consumers; KRW 22,174 for urban agriculture users; and KRW 21,467 for all respondents.