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題名：遊客對自然體驗活動解說服務願付價格之實證分析
書刊名：農業與經濟
作者：吳忠宏 引用關係／柳婉郁／方怡蓁
作者(外文)：Wu, Homer C.／Liu, Wan-yu／Fang, Yi-zhen
出版日期：2012
卷期：49
頁次：頁99-129
主題關鍵詞：解說服務；解說滿意度；願付價格；Tobin模型；條件評估法；Interpretive service；Interpretive satisfaction；Interpretive payment；Tobin model；Contingent valuation method
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:86
  • 點閱點閱:95
本文以參與荒野保護協會解說活動的遊客為對象，採用條件評估法中的支付卡詢價法，調查遊客對解說服務的付費意願，並以對數概似函數來進行一般化Tobin 模式推估。研究結果顯示，解說員專業及服務態度會影響願付價格的高低，遊客參與解說活動的動機對願付價格則沒有顯著影響；其次，單身、所得高、其可支配所得較多者，較有能力及意願負擔解說的費用。教育程度較高者，通常不認為收費制度會提供對價的服務關係，故願付價格較低。研究發現荒野保護協會的解說員若每次帶領十五位遊客，則其願意支付金額的平均值為每小時1,275.68 元。若將整體解說服務配套措施共同納入成本分攤時，解說員還要負擔其他行政及管理事務費用，故要讓解說服務達成財務自足的情況尚屬困難。
The Objective of this study is to analyze visitors’ willingness to pay for the services provided by the eco-tour interpreters from the Society of Wilderness. The payment card method derived from the contingent valuation approaches was applied to examine factors impacting the visitors’ willingness to pay for the services. The study uses the log-likelihood function to conduct an analysis of Tobin model estimates. The results show that willingness to pay is significantly affected by respondents' socioeconomic status, and interpreters’ expertise of and attitude toward service provision also affect the amount of payment. The motivations of respondents' participation in the services provided by the interpreters do not affect their willingness to pay. In addition, this study reveals that respondents who are single, and enjoy higher income and more disposable income have higher willingness to pay for the services provided by the ecotour interpreters. The highly-educated respondents usually do not agree that their payment is corresponding to the service of equal value, and hence, the price that they are willing to pay is lower. That is, each interpreter’s service could be remunerated with an average hourly rate of NT$ 1,275.68 when leading a group of 15 visitors. Taking cost distribution into account, this revenue is insufficient for covering the operation of a complete set of the services provided by the interpreters due to they are required to settle other fees for administration and maintenance purposes. Based on the findings, as far as the visitors’ price of willingness to pay are concerned, it is difficult to attain cost recovery of these interpretive services.
Other
1.李明聰、黃儀蓁(2006)。遊客對解說服服務願付價格之研究--以墾丁國家公園生態保護區為例。  延伸查詢new window
期刊論文
1.林晏州、Peterson, George L.、林寶秀、Champ, Patricia A.(20071200)。遊客與居民對太魯閣國家公園資源保育願付費用之影響因素分析與比較。觀光研究學報，13(4)，309-326。new window  延伸查詢new window
2.Weaver, David B.、Lawton, Laural J.(2007)。Twenty years on: The state of contemporary ecotourism research。Tourism Management，28(5)，1168-1179。  new window
3.孫金華、江福松、施淵源、劉振鄉(20031200)。臺灣東北角磯釣釣者願付價值之分析。農業經濟半年刊，74，63-88。new window  延伸查詢new window
4.Lee, Choong-Ki、Han, Sang-Yoel(2002)。Estimating the use and preservation values of national parks' tourism resources using a contingent valuation method。Tourism Management，23(5)，531-540。  new window
5.Venkatachalam, L.(2004)。The contingent valuation method: a review。Environmental Impact Assessment Review，24(1)，89-124。  new window
6.Randall, A.、Ives, B.、Eastman, C.(1974)。Bidding games for valuation of aesthetic environmental improvements。Journal of Environmental Economics and Management，1(2)，132-149。  new window
7.Ciriacy-Wantrup, S. V.(1947)。Capital returns from soil conservation practices。Journal of Farm Economics，29(4)，1181-1196。  new window
8.Davis, R. K.(1963)。Recreation planning as an economic problem。Natural Resources Journal，3(3)，239-249。  new window
9.林士彥、吳忠宏、陳智峰(20060900)。解說員特質與服務品質之關係研究：遊客的觀點。環境教育研究，4(1)，33-62。new window  延伸查詢new window
10.沈明展、林淑雯、邊泰明(20051100)。臺灣地區工業園區公共服務價值評估之研究。臺灣土地研究，8(2)，49-71。new window  延伸查詢new window
11.Boccaletti, S.、Nardella, M.(2000)。Consumer willingness to pay for pesticide-free fresh fruit and vegetables in Italy。International Food and Agribusiness Management Review，3，297-310。  new window
12.許義忠(20000900)。為什麼人們願意付錢從事濕地保育？--購買行為或是捐獻行為？。戶外遊憩研究，13(3)，49-70。new window  延伸查詢new window
13.吳忠宏、江宜珍(20030300)。國立科學工藝博物館觀眾參觀動機與滿意度之研究。科技博物，7(1)，35-59。new window  延伸查詢new window
14.劉吉川(19970700)。生態觀光與社區發展。Notes and Newsletter of Wildlifers，5(3)，2-8。  延伸查詢new window
15.Boyle, Kevin J.、Bishop, Richard C.(1988)。Welfare Measurements Using Contingent Valuation: A Comparison of Techniques。American Journal of Agricultural Economics，70(1)，20-28。  new window
16.陳宗玄、陸地(20061000)。遊客對導覽解說人員需求與付費意願之研究：以國立自然科學博物館植物園為例。博物館學季刊，20(4)，7-25。new window  延伸查詢new window
學位論文
1.方怡蓁(2004)。民眾參與解說活動動機、滿意度與願付價格之研究：以荒野保護協會為例(碩士論文)。臺中師範學院。  延伸查詢new window
2.林耀彰(2006)。遊客對國立台灣美術館導覽解說人員需求與付費意願之研究(碩士論文)。朝陽科技大學。  延伸查詢new window
3.陳瑩珍(2010)。遊客對導覽解說人員需求與願付價格之研究：雙變量模型的應用(碩士論文)。朝陽科技大學。  延伸查詢new window
4.林淑瑜(1996)。雪霸國家公園遊憩效益評估研究(碩士論文)。國立中興大學。  延伸查詢new window
5.黃世賢(1998)。國家公園遊憩經濟效益值之評估--以陽明山國家公園為例(碩士論文)。國立中興大學。  延伸查詢new window
6.王淮真(2001)。旅客對導覽解說滿意度之研究--以國立故宮博物院為例(碩士論文)。中國文化大學。  延伸查詢new window
7.劉慶宗(2001)。博物館觀眾參觀經驗之研究--以國立海洋生物博物館為例(碩士論文)。國立中山大學。  延伸查詢new window
8.呂適仲(2000)。雪霸國家公園武陵遊憩區發展生態旅遊之遊憩資源效益評估(碩士論文)。東海大學。  延伸查詢new window
圖書
1.Mathieson, A.、Wall, G.(1983)。Tourism: economic, physical and social impacts。London：Routledge。  new window
2.Falk, John H.、Dierking, Lynn D.、林潔盈、羅欣怡、皮淮音、金靜玉(2001)。博物館經驗。臺北市：五觀藝術事業有限公司。  延伸查詢new window
3.歐聖榮(2011)。休閒遊憩理論與實務。臺北縣：前程文化。  延伸查詢new window
4.Haab, Timothy C.、McConnell, Kenneth E.(2002)。Valuing Environmental and Natural Resources: The Econometrics of Non-market Valuation。Edward Elgar Press。  new window
5.Mitchell, Robert Cameron、Carson, Richard T.(1989)。Using Surveys to Value Public Goods: The Contingent Valuation Method。Washington, DC：Resources for the Future Press。  new window
6.史考特．隆格、鄭旭智、張育哲、潘倩玉、林克明(2002)。類別與受限依變項的迴歸統計模式。弘智文化。  延伸查詢new window
其他
1.曲法連(2001)。聯合國非政府組織活動之硏究：以綠色和平組織維護亞馬遜雨林行動爲例。  延伸查詢new window
2.行政院永續發展委員會(2004)。深耕永續種子延續發展動力--93年(第一屆)國家永續發展績獎得獎名單。  延伸查詢new window
3.吳忠宏(2003)。自然保護區森林生態解說人員制度建立之硏究。  延伸查詢new window
4.吳忠宏(2006)。生態旅遊知覺、態度與行爲之因果關係硏究：以荒野保護協會會員爲例。new window  延伸查詢new window
5.吳忠宏、方怡蓁、潘淑蘭(2005)。遊客接受環保團體解說服務願付價格之硏究。  延伸查詢new window
6.李若平、李明聰、劉修祥(2007)。遊客對解說服務願付價格之硏究--以台北縣挖子尾自然保留區爲例。  延伸查詢new window
7.林建信(1999)。奧萬大森林遊樂區遊客付費行爲之硏究。  延伸查詢new window
8.侯錦雄、歐陽慧真、曾漳茹(2002)。遊客對高美濕地堤岸景觀改善手法之偏好。  延伸查詢new window
9.張宏林(2002)。將生態觀念帶入家庭的荒野保護協會。  延伸查詢new window
10.張韶筠、李明聰(2010)。遊客對導覽解說服務之願付價格--以高雄市洲仔濕地公園爲例。  延伸查詢new window
11.陳信甫、郭春敏(1999)。遊客中心解說環境滿意度之硏究。  延伸查詢new window
12.曾芝慧、李明聰(2008)。遊客對解說服務願付價格之硏究--以福山植物園爲例。  延伸查詢new window
13.楊東衡(2011)。計劃行爲理論探討遊客對解說導覽服務之願付價格硏究--以墾丁國家公園爲例。  延伸查詢new window
14.劉修祥、徐培娟、李明聰(2007)。遊客對解說服務之願付價格--以達娜伊谷自然生態公園爲例。  延伸查詢new window
15.Alegre, J.; Cladera, M.(2009)。Analysing the Effect of Satisfaction and Previous Visits on Tourist Intentions to Return。  new window
16.Armstrong, K.; Weiler, B.(2002)。They Said What to Who? - Messages Delviered on Guided Tours in Victorian Protected Areas。  new window
17.Bishop, R. C.; Heberlein, T. A.(1990)。The Contingent Valuation Method。  new window
18.Boyle, D. L.; Sajjadi, F. G.; Firestein, G. S.(1996)。Inhibition of Synoviocyte Collagenase Gene Expression by Adenosine Receptor Stimulation。  new window
19.Cameron, T. A.(1988)。A New Paradigm for Valuing Nonmarket Goods Using Referendum Data: Maximum Likelihood Estimation by Censored Logistic Regression。  new window
20.Cummings, R. G.; Brookshire, D. S.; Schulze, W. S.(1986)。Valuing Environmental Goods: A State of the Art Assignment of the Contingent Valuation Method。  new window
21.Daniels, R. C.; Rospabe, S.(2005)。Estimating an Earnings Function from Coarsened Data by an Interval Censored Regression Procedure。  new window
22.Dossani, R.; Ranganathan, V.(2004)。Farmers’ Willingness to Pay for Power in India: Conceptual Issues, Survey Results and Implications for Pricing。  new window
23.Foreit, J. R.; Foreit, K. G. F.(2003)。The Reliability and Validity of Willingness to Pay Surveys for Reproductive Health Pricing Decisions in Developing Countries。  new window
24.Gonzalez-Caban, A.; Loomis, J.(1997)。Economic Benefits of Maintaining Ecological Integrity of Rio Mameyes, in Puerto Rico。  new window
25.Greene, W. H.(2002)。Econometric Analysis。  new window
26.Hurlimann, A.; Mckay, J.(2006)。Urban Australians Using Recycled Water for Domestic Non-Potable Use-An Evaluation of the Attributes Price, Saltiness, Colour and Odour Using Conjoint Analysis。  new window
27.Jang, S.; Ham, S.(2009)。A Double-Hurdle Analysis of Travel Expenditure: Baby Boomer Seniors Versus Older Seniors。  new window
28.Kosz, M.(1996)。Valuing Riverside Wetlands: The Case of The “Donau-Auen” National Park。  new window
29.Louviere, J. J.; Islam, T.(2008)。A Comparison of Importance Weights and Willingness-To-Pay Measures Derived from Choice-Based Conjoint。  new window
30.McNeely, J.; Miller, K.(1984)。National Parks, Conservation and Development: The Role of Protected Areas in Sustaining Society。  new window
31.Mitchell, R. C.; Carson, R. T.(1984)。A Contingent Valuation Estimate of National Freshwater Benefits: Technical Report to the U.S. Environmental Protection Agency。  new window
32.Mmopelwa, G.; Kgathi, D. L.; Molefhe, L.(2007)。Tourists' Willingness to Pay and Their Perception on Park Fees: A Case Study of Self-Drive and Clients of Mobile Tour Operators in Moremi Game Reserve。  new window
33.Salafsky, N.; Cauley, H.; Balachander, G.; Cordes, B.; Parks, J.; Margoulis, C.(2001)。A Systematic Test of an Enterprise Strategy for Community-Based Biodiversity Conservation。  new window
34.Veisten, K.(2007)。Willingness to Pay for Eco-Labeled Wood Furniture: Choice-Based Conjoint Analysis Versus Open-Ended Conjoint Valuation。  new window
35.Ward, C. J.; Wilkinson, A. E.(2006)。Conducting Meaningful Interpretation: A Field Guide for Success。  new window
圖書論文
1.Boo, Elizabeth(1993)。Ecotourism Planning for Protected Areas。Ecotourism: A Guide for Planners and Managers。North Bennington, VT：London：Vermont：Ecotourism Society。  new window
 
 
 
 
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