野柳地質公園非市場價值評估

Abstract

本研究探討旅遊特性變數、遊憩資源變數及個人特性變數對野柳地質公園門票的影響。本文藉由條件評估法進行敘述性統計分析、因素分析與信度分析、變異數分析、逐步迴歸和Logit迴歸分析。\n實證結果顯示，受訪者搭乘的交通工具不同對現行門票願付價格是有顯著影響；性別、職業別則是對環境及服務品質提升後門票願付價格有顯著差異。旅遊需求程度分數愈高對於現行門票願付價格呈正向相關；月所得、對園內設施與品質滿意度越大者對於環境及服務品質提升後的門票願付價格呈正相關。影響門票提高願付意願的因素有月所得及居住地區，其中居住於南部地區 (雲林、嘉義、臺南、高雄、屏東) 相對於東部地區 (宜蘭、花蓮、臺東) 是願意支付較高的門票價格。

This paper explores the effect of tourism characteristics, recreational resources and personal characteristics variables on Yehliu Geopark’s entry tickets. The second part of the study uses the contingent valuation method to conduct descriptive statistical analysis, factor analysis, reliability analysis, variance analysis, stepwise regression analysis and Logistic regression analysis.\nThe empirical evidence shows that the different types of transportation used by the respondents have a significant influence on the current price of the entry ticket. Gender and occupations have a significant difference in the price of the entry ticket after the environment and service quality are improved. Higher scores of the tourism demand are positively correlated with the willingness to pay the current entry ticket price. Higher monthly income and greater satisfaction with the facilities and quality in the park are also positively correlated with the willingness to pay the current entry ticket price after the environment and service quality are improved. The factors affecting the willingness to pay the increased entry ticket price include monthly income and residential areas. Compared to the residents in the eastern regions (Ilan, Hualien and Taitung), the residents in the southern regions (Yunlin, Chiayi, Tainan, Kaohsiung and Pingtung) are much more willing to pay for the higher entry ticket.