The Korea Local Administration Review

The “City Family Weekend Farmers” program is one of the most representative urban and rural exchange projects undertaken by local governments. This study analyzed the participation status and payment value of urban and rural exchanges for Seoul residents who participated in the City family weekend farmers project, which is being carried out by the cooperative business of the Seoul Metropolitan Government and the National Agricultural Cooperative Federation, and found out the possibility of establishing a win-win cooperative relationship. The main findings and implications of this study are as follows. First, exchanges and cooperation between local governments are valuable in terms of civic benefits, not in conventional and formal operations. Second, the CVM (Conditional Value Measurement Method) was used to measure the amount of the willingness to pay for estimating the economic value of the urban family weekend farmer program. According to the analysis, the willingness of urban residents to pay for the project as a provincial and rural exchange project was shown to be 17,853 won, and the impact on the willingness to pay was analyzed by the suggested amount, gender and income level. This program has significant implications that take into account the participants’ value for money and laying the foundation for the development of farming and farming villages, considering the amount of the Seoul citizens’ willingness to pay and satisfaction with the program.