休閒自行車道使用者願付價格之研究—以淡水金色水岸為例

An Estimation of the Willingness-To-Pay of Leisure Cycling Path: The Case of Tamsui Golden Riverside

朱純孝(Chun-Hsiao Chu) ； 凃維穗(Wei-Sui Tu) ； 蔣昭弘(Chao-Hung Chiang)

《公共事務評論》 13卷1期 (2012/06) Pp. 45-63

https://doi.org/10.29622/JPAR.201206.0003

摘要

近年來由於休閒時間增加、所得提高、交通便利、生活壓力大等因素，使得人們對於休閒遊憩活動之需求日漸增加。而隨著永續發展思潮興起，自行車因兼具人本、綠色（低汙染、低能耗）、低使用成本、休閒、與樂活概念等特性，故越來越多臺灣民眾選擇作為通勤及假日休閒的運輸工具。目前台北縣市共設置總長約210公里的河濱自行車道，其中行經「淡水金色水岸」，總長約12公里的「金色水岸自行車道」，為目前臺北地區最受歡迎的自行車道路線之一。而由於使用者之願付價格係表示使用該項設施所帶來之經濟效益，因此，為瞭解淡水金色水岸自行車道對於使用者之效益，本研究乃利用Tobit分析模式探討自行車道使用者之願付價格及其影響因素，並分析滿意度對於使用者願付價格之影響。研究結果顯示，包括遊憩動機、遊客特性、社經背景、及使用者滿意度等因素，對於願付價格皆有顯著的影響，且滿意度分數愈高者，其願付價格愈高。而願付價格金額之分析則顯示，不論是Tobit模式或多元線性迴歸模式之估計結果，均顯示淡水金色水岸自行車道使用者之願付價格約為20.07元。

關鍵字

願付價格 ； 條件評估法 ； Tobit模式 ； 自行車道

並列摘要

Recently, due to the increasing of leisure time, enhancement of national income, convenience of transportation and high pressure of life make Taiwanese people need more leisure activities. Additionally, with the recent emerging of the concept of sustainable transportation and the growing public awareness on leisure life, such transportation mode as bicycle, with its characteristics of human-oriented, green (low pollution, and energy consumption), low user cost, leisure and LOHAS, has gained more attention and hence make cycling has chosen by more and more people in Taiwan as the mode for commute and leisure activities. Currently, there have already been totally installed 210 km long riverside cycling paths in Taipei County and Taipei City. Among these cycling paths, the ”Golden Riverside Cycling Path” (GRC Path), with a total length of 12 km, is one of the most popular cycling paths in the Greater Taipei area. Accordingly, this study aims at exploring the users' willingness-to-pay and its influencing factors of the GRC Path in Tamsui by Tobit model and multiple regression analysis. The findings show that the influence factors of willingness-to-pay include the motivation, characteristics of tourists, socio-economical attributes, and users' satisfaction. Moreover, it also shows that there exists positive relationship between users' satisfaction and the willing-to-pay. Finally, according to the estimation results of Tobit and multiple regression analysis, the user's willingness-to-pay of GRC Path is about NT 20 dollars.

並列關鍵字

Willingness-To-Pay ； Contingent Valuation Method ； Tobit model ； Cycling Path