ANALISIS WILLINGNESS TO PAY PENGUNJUNG DALAM UPAYA PENGEMBANGAN DAN PERBAIKAN KUALITAS DESA WISATA NGLINGGO MENGGUNAKAN CONTINGENT VALUATION METHOD (CVM)

This study aims to measure the willingness to pay of visitors to Nglinggo Tourism Village tourism objects for the development and improvement of tourism quality and to find out what factors affect the willingness to pay. This study uses primary data with the number of respondents as many as 350 respondents conducted by purposive sampling. Willingness to pay can be estimated using the contingent valuation method (CVM) approach. The analytical tool used in this study used binary logistic regression on SPSS. Based on the analysis, the average value of willingness to pay per person for entrance fees is Rp. 15.000,00 which was obtained by conducting focus group discussions (FGD) to 20 respondents. Then the results are used for research to 350 respondents with the results of 79% or as many as 276 respondents are willing to pay entrance fees to carry out development and quality improvement for the sake of good environmental preservation of Rp. 15,000.00 and there are 74 respondents who are not willing to pay the retribution of IDR 15,000.00. Factors that are thought to significantly influence the value of willingness to pay for respondents to tourist attractions in Nglinggo Tourism Village are the variables of Income, Education, Recreational Costs, Number of Visits, and Initial Bid. While the age variable is not significant to willingness to pay