Research Note: Exaggeration Bias-Corrected Contingent Valuation Method: The Case of Olle Trail

Won Seok Lee, Choong-Ki Lee, Yooshik Yoon and Jihee Kim
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Won Seok Lee: Department of Convention Management, Kyung Hee University, Seoul, Korea
Choong-Ki Lee: Department of Tourism Management, Kyung Hee University, Seoul, Korea
Yooshik Yoon: Department of Convention Management, College of Hotel and Tourism Management, Kyung Hee University, 26 Kyunghee-daero, Dongdaemoon-gu, Seoul 02447, Korea
Jihee Kim: School of Business, North Carolina Central University, Durham, NC, USA

Tourism Economics, 2015, vol. 21, issue 6, 1323-1330

Abstract: Researchers have criticized the traditional contingent valuation method (CVM) due to its potential response bias. To address this bias, several studies have employed improved CVM survey designs. When respondents disguise the truth, non-sampling errors are created that cannot be corrected by these elaborate survey modifications. To reduce this type of non-sampling error, Park and MacLachlan (2008) suggested the exaggeration bias-corrected (EBC) CVM, which assumes a functional mechanism between real and spurious willingness to pay (WTP). The authors verify the effectiveness of the EBC-CVM in non-sampling error reduction, which in turn derives more error-corrected economic value. Few studies have employed the EBC-CVM in a tourism context. The main goals of this study are to introduce EBC-CVM and to test its validity in a tourism study. The results indicate that EBC-CVM contributes to the reduction of non-sampling errors. The implications of the findings are discussed.

Keywords: contingent valuation method; willingness-to-pay; response bias; non-sampling error (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:21:y:2015:i:6:p:1323-1330

DOI: 10.5367/te.2014.0408

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