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가상가치평가법(CVM)을 적용한 관광객 날씨보험 지불의사 추정

Estimation of Tourists’ Willingness to Pay for Weather Insurance Using Contingent Valuation Method (CVM)

박진한|김태린
한국리스크관리학회 (Korea Risk Management Society)|2023.06|리스크관리연구 (The Journal of Risk Management)|제34권 제2호|pp. 15-42|DOI 10.21480/tjrm.34.2.202306.002

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CVM기후변화climate change지불의사willingness to payeconomic valuation관광객 날씨보험경제적 가치 추정tourist weather insurance
주제분류경영학

초록

지속되는 기후변화로 관광목적지의 기후 불안정성이 커짐에 따라, 관광객들이 관광목적지에서 기대치 않은 날씨를 직면하는 사례가 빈번히 발생하게 되고 이는 관광객들의 만족 저하로 이어질 수 있다. 본 연구에서는 기대치 않은 날씨로 저하될 수 있는 관광객의 만족을 상쇄할 수 있는 대안으로서 날씨보험 상품에 대한 지불의사를 추정하였다. 본 연구에서 설계한 날씨보험 상품은 여행 패키지 상품 구매 시, ‘일 최고기온이 35℃를 초과하는 날에 대해 해당일 여행금액의 15%를 보상하고, 일 강우량이 30mm를 초과하는 날에 대해 해당일 여행금액의 32%’ 보상하는 상품이다. CVM을 적용하여 본 보험에 대한 지불의사를 분석한 결과, 적게는 9,000원 후반대에서 많게는 14,000원 초반대까지 추정되었으며, 평균값은 약 10,500원 수준에서 도출되었다. 또한 날씨보험 지불의사는 날씨중요도가 높은 경우, 관광목적지의 계절이 여름인 경우, 남성인 경우 상대적으로 높은 것으로 나타났으며, 가구소득구간이 500만원에서 699만원인 경우에서 상대적으로 높은 경향성이 나타났다. 본 연구는 날씨보험 지불의사 연구의 첫 시도라는 점과 실제 적정 가격범위를 제시했다는 점에서 의의를 갖는다.

Abstract

As the climatic instability of tourist destinations increases due to continued climate change, there is a growing concern regarding more frequent occurrences of unexpected weather events and the subsequent decline in tourist satisfaction. This study estimates the willingness to pay for a weather insurance product that serves as an alternative to offset the negative impact of unpredictable weather on tourist satisfaction. The weather insurance product designed in the study is offered as part of a travel package. It provides compensation of 15% of the daily travel cost for days when the maximum temperature exceeds 35°C and 32% of the daily travel cost for days when rainfall exceeds 30mm. Using the CVM in this study, the analysis of willingness to pay for the insurance product revealed that the estimate values ranged from the upper end of 9,000 won to the lower end of 14,000 won, with an average value of approximately 10,500 won. In addition, the willingness to pay for weather insurance was found to be relatively higher in cases where weather importance was high, the tourist destination’s season was summer, for male individuals and those with household income ranging from 5 million won to 6.99 million won. This study is significant in that it is the first attempt to study the willingness to pay for weather insurance and provide valuable insights by suggesting a range of appropriate price levels for the insurance product.

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관련 논문AI추천

CVM을 이용한 프리미엄관광 가치평가임은정한국호텔리조트학회 · 호텔리조트연구2013 · 제12권 제1호여름철 기상 조건이 관광지 방문객 수에 미치는 영향: 강릉시 사례 연구손철, 김건후국토연구원 · 국토연구2023 · 제116권 기후인자가 관광수요에 미치는 영향: 패널데이터 모형의 적용오희균, 윤성준, 이희찬관광경영학회 · 관광경영연구2019 · 제23권 제5호A Study on the Estimation of the Value of Tourists’ WTP by Payment Method: Focusing on the Gangwon StateChang-Young Jeon, Hee-Won Yang, O-Young Kwon경영경제연구소 · 아태비즈니스연구2023 · 제14권 제3호자국의 기후변화 인식이 관광객의 경험의 질, 지각된 가치, 만족 및 행동의도에 미치는 영향 탐색이민재, 황윤섭사회과학연구소 · 사회과학연구2014 · 제40권 제2호Climate Change Impacts onTourism Management in Korea이윤, 심창섭, 최영준, 황윤섭한국기업경영학회 · 기업경영연구2014 · 제21권 제3호

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