誰是目標客群？探討休閒農場遊客對低碳旅遊之願付價格及影響因素

Targeting Tourists Who are Willing to Pay More for Low-Carbon Tours in Leisure Farm

林裕強(Yu-Chiang Lin) ； 李俊毅(Chun-I Lee)

《觀光休閒學報》 19卷1期 (2013/04) Pp. 29-53

https://doi.org/10.6267/JTLS.2013.19(1)2

摘要

低碳經濟及休閒農業皆為政府發展重點之一，但休閒農場未來是否有提供低碳旅遊之利基，尚缺乏相關探討。本研究以「願付價格」理論為基礎建構低碳旅遊環境之「非市場財貨」，採用雙界二分法探討休閒農場遊客對低碳遊程之願付價格，並回顧文獻彙整可能影響低碳商品付費意願之因子，進行區別分析。本研究於埔心牧場進行，總共回收有效問卷393份，研究結果有84.7%的遊客願意付費購買，全體受訪者對低碳旅遊願意多付價格為13.12%。願意付費之主要目標客群為已婚、有小孩、教育程度較高、具有高度環境態度、落實環境保護行為、重視集體主義、個人主義者。本研究結果可作為未來設定低碳旅遊目標市場之參考，應可對休閒農場及相關單位之行銷管理有一定貢獻。

關鍵字

願付價格 ； 環境態度 ； 環境知識 ； 環境行為 ； 價值觀

並列摘要

The R.O.C. government has been actively promoted the development of low-carbon economy and leisure agriculture. Can leisure farms benefit from adopting low-carbon tourism? The main purpose of this research is to study the leisure farm visitors' willingness to pay(WTP) for a low-carbon tour by applying ”nonmarket goods” and ”contingent valuation method”. The relationships among demographic information, attitudes towards environments, environment knowledge, values, and environment-related behaviors are further explored. In total, 393 valid questionnaires were collected in Pushin Ranch in Taiwan. The results reveal that 84.7% of visitors were willing to pay more for a low-carbon tour. They were willing to pay 13.12% more than a ticket of the regular price for low-carbon tours. Furthermore, those who are married and individualistic as well as have children, higher education, higher environment attitudes, environment protection behaviors are more inclined to pay for low-carbon tours. However, there was no significant relationship between willingness-to-pay intentions and consumers' various environmental knowledge. The findings of this research can provide managerial and marketing strategies for leisure farms to promote low-carbon tours.

並列關鍵字

willingness to pay ； environmental attitude ； environmental knowledge ； environmental behavior ； value

參考文獻

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