A Comparative CVM-Based Evaluation of Non-Use Values for the Zhongjieshan and Liuheng Marine Ranches in China

This study uses the Contingent Valuation Method (CVM), a quantitative approach, with interval regression and Ordinary Least Squares (OLS) models to assess the non-use values of the Zhongjieshan and Liuheng Marine Ranches. The aim of the study is to quantify the monetary value of non-market benefits, examine socioeconomic influences on stakeholders’ Willingness to Pay (WTP), and provide a basis for ecological compensation mechanisms. Zhongjieshan’s annual non-use value is estimated at 28.99–30.81 million CNY (Chinese Yuan) (median WTP 74.33–78.99 CNY per person), while Liuheng’s value is higher at 108–111 million CNY (median WTP 150.20–153.89 CNY per person), suggesting greater ecological and recreational potential at Liuheng. The results show robust model performance, with minimal WTP differences. WTP for Liuheng is primarily influenced by income and environmental awareness, while Zhongjieshan shows a distance-decay effect. Visitor profiles reveal that Zhongjieshan attracts younger, moderately educated visitors, while Liuheng draws more highly educated, economically diverse groups. These findings suggest that Zhongjieshan should prioritize community-based co-management, while Liuheng should focus on high-quality, technology-driven ecological leisure development. The study also emphasizes the need for targeted awareness campaigns and supports the creation of diversified ecological compensation mechanisms beyond government funding.