Journal of Rural Development
Estimating Willingness to Pay for Boseong Tea Culture Storytelling as a Rural Tourism Resources
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AuthorNoh, Hyunjae
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Publication Date2026.06.21
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Original
This study applies a contingent valuation method (CVM) to estimate the economic value of Boseong tea culture storytelling as a rural tourism resource and identify the determinants of potential tourists’ willingness to pay (WTP). A payment card survey was administered to 570 adults residing outside Boseong, and the data were analyzed using the Kruskal-Wallis test and an interval regression (generalized Tobit) model. The results indicated that the average WTP per visit was KRW 14,820 and was significantly and positively associated with perceived need for content, interest in tea culture, prior experience visiting Boseong, and monthly income. Assuming a 10% utilization rate, the annual total economic value was estimated at approximately KRW 776 million. However, this estimate should not be interpreted as representing the actual market size or conclusive evidence of policy feasibility. Rather, it should be regarded as a preliminary reference indicator based on a hypothetical market scenario and assumed utilization rate. This study contributes to the literature by quantifying the value of storytelling as an intangible content resource and by demonstrating the application of CVM to a convergent rural resource that integrates agricultural heritage, cultural heritage, and tourism value. The findings provide a foundation for developing and discussing tourism policies that support the development of Boseong County’s tea industry.
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