應用聯合分析法評估遊客對濕地公園之願付金額

Conjoint Analysis Application in Visitors' Willingness to Pay for Wetland Parks

林千琪(Chien-Chi Lin)；莊士賢(Zsu-Hsin Chuang)；李明靜(Ming-Ching Lee)；吳昕穎(Chin-Ying Wu)

願付金額 ； 濕地公園 ； 聯合分析法 ； 視覺模擬 ； 擁擠感受 ； Willingness to Pay ； Wetland Park ； Conjoint Analysis ； Visual Simulation ； Perception of Crowding

島嶼觀光研究

7卷4期（2014 / 12 / 01）

73 - 89

繁體中文

本研究利用聯合分析法來評估遊客對於濕地公園中不同情境的偏好程度，以及遊客對不同情境的願付金額。由相關文獻分析結果，本研究將濕地公園具有的重要屬性分為四種：觀察到水鳥數量、整潔度、擁擠感受、遊憩活動種類。每一個屬性都設定適當水準。為了使受訪者容易想像各種情境，本研究之問卷係利用繪圖軟體，製出不同的模擬照片，以代表各屬性位於不同水準的假設情境。模擬照片上方更加註文字描述以作為輔助說明。受訪者依照個人偏好排列各種情境的順序，以及受訪者對於不同情境的願付金額。研究結果顯示受訪遊客對於四種屬性重視程度依序是觀察到水鳥數量、整潔度、擁擠感受、以及遊憩活動種類；而在水鳥數量多、整潔度佳、擁擠感受低、遊憩活動種類多的情境下，平均願付金額為100.83元。本研究進一步分析在各種情境中，「有」參加過濕地解說活動的受訪者他的願付金額都是顯著高於「沒有」參加過者。

Conjoint analysis was used in this research to evaluate visitors' preference for different scenarios in a wetland park as well as their willingness to pay for each scenario. Based on the analysis of literature, this research defined four key attributes for a wetland park: The number of water birds observed, neatness, perception of crowding, and opportunities of leisure activities. Suitable levels were defined for each attribute. To help respondents imagine each scenario, the research questionnaire used graphics software to produce simulated photos representing hypothetical scenarios where each attribute was set at a different level. Text captions were also included with the photos. The respondents arranged the different scenarios in the order of their personal preference as well as their willingness to pay for different scenarios. The research results showed that the importance of the four attributes to visitors were the number of water birds observed, neatness, perception of crowding, and then types of leisure activities. The average amount they were willing to pay for a large number of water birds, excellent neatness, low perception of crowding and high variety of leisure activities was $100.83. Further analysis found that in all scenarios, the willingness to pay of respondents who ＂had＂ taken part in wetland guided tours before were all significantly higher than those who ＂had not＂.

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