Ecotourism Valuation Rural Tourism Target of Malhamdare Village in Asadabad County of Hamedan Province

Economic valuation of environmental resources is allocated the great part of environmental economic studies. Environmental economist believed that economic valuation is necessary for environmental and services of non-market resources and denying of it will have results as regret in long run. When environmental functions tied to historical and rural heritage, results of non-valuation will have more prominents. The purpose of this study is determining the recreational value of Malhamdare village services (environmental and historical) in Asadabad County (Hamedan Province). So, for this, individual travel cost method is used in household production function framework for years of 2015. The results show that the time, distance and costs of travel are effective factors on production recreation and recreation marginal cost, with the assumption of competitive conditions, is equivalent to 1397650.2 Rials per days which is shadow price of recreation. Also demand for recreation has negative relationship with the shadow price of recreation and has a positive relationship with income. On the other hand, visitor’s willingness to pay has a significant and positive relationship with quality of the environment, education level, age and marriage status of visitor. So, increasing environmental quality and preparing facilities in Malhamdare village by private sector investing will have increased environmental, recreation and ecotourism value of Malhamdare village.