本研究利用選擇試驗建構生態旅遊地的隨機效用模型，並將遊憩(體驗活動)、環境(環境設施品質)、制度(遊客人數管制、導覽制度)及經濟(導覽基金)的觀點納入評估模型，以台灣具有代表性的慕谷慕魚自然人文生態景觀區進行驗證。實證結果發現：(1)管制遊客人數每日400人、執行專業導覽人員陪同制度、提升環境設施品質、額外增加體驗活動及低的專業導覽基金花費將能提昇受訪遊客前往慕谷慕魚旅遊的整體效用，而在條件邏輯特與隨機參數邏輯特的評估結果皆相似；(2)潛在分類模型的分析結果顯示，生態旅遊將有明顯的市場區隔，遊客的社經背景、旅遊經歷與偏好亦呈現出其異質性，在生態旅遊屬性的願付價值有顯著差異。

This study used a choice experiment to build a random utility model. By incorporating views of recreation (activities and experiences), environment (facilities quality), institutions (visitors entry cap control and guided tour system), and economy (guide fund) into the model, this study examined the case of ＂Meqmegi＂, which is the Natural Humanity Ecological Scenic Spot in Taiwan and a representative ecotourism site. The empirical results showed that: (1) Limiting the number of visitors to 400 per day, implementing a guided tour institution, improving the environment quality, increasing experience activities, and lowering the expenses in tour guide fund will increase the entire utility of tourists visiting Meqmegi. Moreover, both conditional logit and random parameter logit models found similar results. (2) The result of latent class model indicated the heterogeneity preference among a variety of tourists' social background, travel experiences, and willingness to pay, which implied market segmentation.