The environmental value consists of use value, option value, vicarious value, bequest value, existence value and ecosystem value. This study tries to measure each value of environmental resources of Ise Bay simultaneously by the conjoint analysis. The results indicate that total value of lse Bay is 1,114.8 billion yen, where use value, option value, vicarious value, bequest value, existence value and ecosystem value are 132.6, 249.8, 68.4, 281.5, 185.3 and 197.2 billion yen, respectively. And that valuation by people in coastal area is greater than valuation by people in inland area, man is greater than woman, old people is greater than young-middle people, and high income people is greater than low middle income people.
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