文化遺產認知價值對願付價格影響效果

The Influence of Cultural Heritage Perceptive Value on Willingness to Pay

10.6130/JORS.2013.26(3)2

顏宏旭(Hung-Hsu Yen)

願付價格 ； 文化遺產 ； 認知價值 ； Willingness to pay ； Cultural heritages ； Perceptive value

戶外遊憩研究

26卷3期（2013 / 09 / 01）

47 - 69

繁體中文

文化觀光是政府積極推動的觀光形態之一，但究竟遊客對於文化觀光的願付價值是否源自於其對文化遺產的認知價值，此議題極待文化觀光經營者關切。本研究由訪談及文獻確認文化遺產認知價值，接著運用探索性及驗證性因素分析確認文化遺產認知價值之構面，最後再以路徑分析比較遊客、居民以及專家在文化遺產認知價值與願付價格（增稅、捐款及門票）間之關係。結果發現門票是最能被一般大眾所接受的支付工具，增稅則較不被接受。此外，本研究發現文化遺產認知價值與願付價格之間的關係路徑未達到顯著水準，顯示文化遺產認知價值並不會影響受訪者對於願付價格的支付。

Cultural tourism has emerged as one of the most important tourism developments in Taiwan; therefore, whether visitors' willingness to pay is driven by visitors' perceptive value toward cultural heritage has become an issue that administrators must examine. This research adopts in-depth interviews and literature review to examine the content of the perceptive value of cultural heritage. Furthermore, exploratory factor analysis and confirmatory factor analysis were applied to confirm the dimensions of the perceptive value of cultural heritage. Finally, path analysis was used to examine the relationship between the perceptive value of cultural heritage and willingness to pay (tax, donation, and ticket). The results showed that visitors considered ticket the most acceptable way to pay and tax the least acceptable. Moreover, the findings also indicated that the path between the perceptive value of cultural heritage and the willingness to pay was weak; therefore, visitors' willingness to pay was not significantly influenced by visitors' perceptive value toward cultural heritage.

1. 李俊鴻、、黃錦煌(2011)。文化資產訪客知覺價值與觀光效益評估─以大龍峒保安宮為例。觀光休閒學報，17(3)，2-26。
   連結：
2. 熊仲卿(2008)。價值、重要性及考古遺址文化資產的評價模式。文化資產保存學刊，4，81-90。
   連結：
3. Beatriz, P.(2010).Valuing museums as economic engines: Willingness to pay or discounting of cash-flows?.Journal of Cultural Heritage,11(2),155-162.
4. Bedate, A.,Herrero, L. C.,Sanz, J. Á.(2004).Economic valuation of the cultural heritage: Application to four case studies in Spain.Journal of Cultural Heritage,5(1),101-111.
5. Besculides, A.,Lee, M. E.,McCormick, P. J.(2002).Residents' perceptions of the cultural benefits of tourism.Annals of Tourism Research,29(2),303-319.
6. Bowitz, E.,Ibenholt, K.(2009).Economic impacts of cultural heritage-Research and perspectives.Journal of Cultural Heritage,10(1),1-8.
7. BИTAHЪИ, И.、徐志宏譯(1992)。文化學與價值學導論。北京=Beijing:中國人民大學出版社=Renmin University of China Publishing。
8. Choi, A. S.,Fielding, K. S.(2013).Environmental attitudes as WTP predictors: A case study involving endangered species.Ecological Economics,89,24-32.
9. Cochrane, J.(Ed.)(2008).Asian Tourism.Oxford, UK:Elsevier.
10. Hanemann, W. M.(1984).Welfare evaluations in contingent valuation experiments with discrete responses.American Journal of Agricultural Economics,66(3),332-341.
11. Jacoby, J.(Ed.),Olson, J. C.(Ed.)(1985).Perceived quality: How consumers view stores and merchandise.Lexington, MA:Lexington Books.
12. Keating, M.,Loughlin, J.,Deschouwer, K.(2003).Culture, institutions and economic development: A study of eight european regions.Cheltenham, UK:Edward Elgar Publishing.
13. Kim, S. S.,Wong, K. K. F.,Cho, M.(2007).Assessing the economic value of a world heritage site and willingness-to-pay determinants: A case of Changdeok Palace.Tourism Management,28(1),317-322.
14. López-Mosquera, N.,Sánchez, M.(2013).Direct and indirect effects of received benefits and place attachment in willingness to pay and loyalty in suburban natural areas.Journal of Environmental Psychology,34,27-35.
15. Mascari, G. F.,Mautone, M.,Moltedo, L.,Salonia, P.(2009).Landscapes, heritage and culture.Journal of Cultural Heritage,10(1),22-29.
16. Massimiliano, M.(2002).Cultural heritage as multi-dimensional, multi-value and multi-attribute economic good: Toward a new framework for economic analysis and valuation.Journal of Socio-Economics,31(5),529-558.
17. Navrud, S.,Ready, R. C.(2002).Valuing cultural heritage.Northampton, UK:Edward Elgar Publishing.
18. Ondimu, K. I.(2002).Cultural tourism in Kenya.Annals of Tourism Research,29(4),1036-1047.
19. Stephenson, J.(2008).The cultural values model: An integrated approach to values in landscapes.Landscape and Urban Planning,84(2),127-239.
20. Throsby, D.、胡惠林譯、李康化譯(2006)。文化經濟學。中國太原=Taiyuan, China:書海出版社=Shuhai Publishing。
21. Throsby, D.、張維倫譯、潘筱瑜譯、蔡宜真譯、鄒歷安譯(2003)。文化經濟學。台北=Taipei:典藏藝術家庭股份有限公司=Artco Co., Ltd.。
22. Tuan, T. H.,Navrud, S.(2008).Capturing the benefits of preserving cultural heritage.Journal of Cultural Heritage,9(3),326-337.
23. Tuan, T. H.,Seenprachawong, U.,Navrud, S.(2009).Comparing cultural heritage values in South East Asia-Possibilities and difficulties in cross-country transfers of economic values.Journal of Cultural Heritage,10(1),9-21.
24. Xie, P. F.(2006).Developing industrial heritage tourism: A case study of the proposed jeep museum in Toledo, Ohio.Tourism Management,27(6),1321-1330.
25. Yan, H.,Bramwell, B.(2008).Cultural tourism, ceremony and the state in China.Annals of Tourism Research,35(4),969-989.
26. 王立文(2008)。全球在地文化研究。台北=Taipei:元智大學通識教育部=Yuan Ze University, General Education Center。
27. 王維周(2008)。文化景觀？文化資產價值尋找、保護及其經營管理─竹仔門發電廠與美濃平原。環境與藝術學刊，5，21-40。
28. 史印芝(2009)。台北=Taipei，國立台北大學公共事務學院自然資源與環境管理研究所=Graduate Institute of Natural Resource Management, National Taipei University。
29. 江慧卿(2005)。花蓮=Hualien，國立東華大學公共行政研究所=Department of Graduate Institute of Public Administration, National Dong Hwa University。
30. 巫惠玲(2003)。台中=Taichung，逢甲大學土地管理學系研究所=Department of Land Management, Feng Chia University。
31. 林佩蒨(2008)。台中=Taichung，靜宜大學管理碩士在職專班=Department of Business Administration, Providence University。
32. 洪櫻芬(2003)。價值與道德之融通。台北=Taipei:紅葉文化事業有限公司=Hungyeh Publishing Co., Ltd.。
33. 張孝銘(2008)。休閒消費者行為。台北=Taipei:華都文化事業有限公司=Hwadu Publishing Co., Ltd.。
34. 梁炳琨、張長義(2004)。地理學的文化經濟與地方再現。地理學報，35，81-99。
35. 陳秉璋、陳信木(1990)。價值社會學。台北=Taipei:桂冠圖書股份有限公司=Laurel Publishing Co., Ltd.。
36. 陳淑君(2004)。台中=Taichung，朝陽科技大學休閒事業管理研究所=Department of Leisure Services Management, Chaoyang University of Technology。
37. 馮久玲(2002)。文化是好生意。台北=Taipei:城邦文化事業股份有限公司=Cite Publishing Co., Ltd.。
38. 黃芳銘(2009)。結構方程模式─理論與應用。台北=Taipei:五南圖書出版股份有限公司=Wunan Corporation。
39. 楊國樞(1994)。中國人的價值觀─社會科學觀點。台北=Taipei:桂冠圖書股份有限公司=Laurel Publishing Co., Ltd.。
40. 楊敏芝(2002)。台北=Taipei，國立台北大學都市計畫研究所=Graduate Institute of Urban Planning, National Taipei University。
41. 薛英宏(1999)。台南=Tainan，長榮管理學院經營管理研究所=Graduste School of Business and Operations Management, Chang Jung Christian University。

1. 王嘉淳(2023)。以計畫行為理論探討潛水教育之可能性與願付價格－深究地方依附之影響。運動休閒管理學報，20(1)，52-76。