Applicating an Ordered Probit Model for Analysis of the influencing Factors on Tourist's Willingness to Pay

Nowadays because of various economic problems in rural areas it is necessary to pay attention to new economic activities such as tourism, in order to overcome economic challenges as well as achieving sustainable development goals. Estimating tourist's willingness to pay and analyzing the affecting factors on it, along with the economical and social demands of people could demands at people be useful in predicting needs, removing scarcities and expanding rural tourism. Abyaneh village acts as one of the central functions of Natanz city. Abyaneh is located in Esfahan province, and because of its natural and historical attractions, is in the focal point of attention. The aims of this research are as follows: estimating on of the tourist's willingness to pay (WTP) of Abyaneh village for visiting and recreation, using a contingent valuation method (CVM) and analysis of influencing factors.