專程與順道旅遊對遊憩效益之影響一以宜蘭縣休閒農業為例

本研究以宜蘭縣休開農業場所遊客為對象，計數模型中具有修正現場樣本的截斷與內生分層問題的現場卜瓦松（On-Site Poisson）模型來推估旅遊需求，再配合區別多目的地旅遊建立三種旅遊成本權重法與一種分群法，來評估考量專程（單一目的地）與順道（多目的地）旅遊之區別下的遊憩效益，並比較其差異。本研究結果顯示，以徐崇堯（2008）、Loomis el al.（2000）、Martinez-Espineira與Amoako-Tuffour（2009）、Parsons 與Wilson（1997）三種處理順道旅遊之方法評估的遊憩效益，皆顯著高於「未處理順道旅遊」之遊憩效益，未區分順道旅遊將造成遊憩效益低估，平均低估值約776元／年／人。因此評估遊憩效益時，不應忽略專程與順道旅遊的區別。旅遊需求迴歸結果顯示，旅遊成本對旅遊次數有顯著負向影響、環境規劃滿意度對旅遊次數有顯著正向影響、受教育年數對旅遊次數有顯著負向影響、停留時間對旅遊次數有顯著負向影響、專程與順道之虛擬變數對旅遊次數有顯著負向影響。由以上結果對宜蘭縣休開農業業者提出之建議為：若欲提高遊客的旅遊次數，可採取降低旅遊成本、提高環境規劃滿意度，或是擴增旅遊地的功能性，使順道旅遊者，願意選擇該地點為單一旅遊目的地而成為專程旅遊。對公部門的建議為：投入具有環境、教育或文化等意義的活動或產業時，不應純以貨幣收益為考量，因為休閒活動的價值也是一種福利，因此亦應評估遊憩效益，才能完整的估計活動或產業的總效益。

關鍵字

現場卜瓦松模型；專程（單一目的地）旅遊；順道（多目的地）旅遊；遊憩效益

並列摘要

This study estimated the recreational benefits of the visitors to Yilan County leisure farms, and used On-site Poisson model to create the travel demand. With the amendment of multiple destination trips, we established three travel cost weighting methods and a grouping method. Using the above models, we estimated the recreational benefits and compared the differences of the results obtained from the four models. The estimated recreational benefits obtained from three differenet methods, Hsu (2008), Loomis, Yorizane, and Larson (2000), and Parsons and Wilson (1997)methods, are significantly higher than the model without consideration of the multiple destination trips. This demonstrates that the recreational benefits are underestimated NT$776 per year per visitor when the multiple and single destination trips factor was not concerned. Results of showed that the number of trips indicates a significantly negative correlation with travel costs but is of positive correlation with environmental planning satisfaction. The number of trips indicates significantly negative correlations with the education level and the multiple destination trips. According to the results of this study we suggest Yilan leisure agriculture operators to increase the number of trips by reducing travel costs and improving environmental planning satisfaction of visitors or to promote the willingness to choose the location as a single destination of a trip by increasing the functions of a single location of site for the multiple destination tourists. For the departments of government or public, the suggestion is that the intense investment on activities or industries with the environmental education and/or cultural significance should be enforced and while doing this, the monetary benefit should not be the unique factor of concerns.