綠色旅遊對遊客環境觀點及願付價格之影響－以宜蘭縣新南休閒農業區為例

The Effect of Green Tourism on Tourists' Environmental Perspective and Willingness to Pay - An Example from The Leisure Agriculture of Sheen-Nan in Ilan County

楊曹弘(Tsao-Hung Yang) ； 陳凱俐(Kai-Lih Chen) ； 陳昭樺(Chao-Hua Chen)

《宜蘭大學生物資源學刊》 10卷 (2014/12) Pp. 95-118

https://doi.org/10.6175/job.2014.10.16

摘要

本研究目的在於了解經由綠色旅遊是否對遊客環境觀點與支持綠色旅遊的願付價格有所影響，因此以宜蘭縣新南休閒農業區綠色旅遊之遊客為研究對象，以問卷調查的方式來進行。本研究採用「條件評估法」（Contingent Valuation Method, CVM）來探討此議題，在願付價格的問卷設計上採用雙界二分選擇問卷（Double-bounded dichotomous choice questionnaire）詢問受訪者願付價格，再以存活迴歸（survival-regression）探討環境認知、環境態度、環境行為及個人社會經濟背景是否顯著影響支持綠色旅遊願付價格。前測問卷之存活迴歸結果顯示，在顯著水準α=10%下，顯著影響願付價格的變數僅有所得一項，為正向影響；所有受訪者參加綠色旅遊前對支持綠色旅遊之願付價格為1,196元，信賴水準95%的信賴區間為（632.10, 2,343.07）元。後測問卷之存活迴歸結果顯示，在顯著水準α=10%下，顯著影響願付價格的變數包括環境認知、所得及職業別1（主管、經理、專業人員），其中環境認知及所得對願付價格之影響為正向，而職業別1之影響則為負向；所有受訪者參加綠色旅遊後對支持綠色旅遊之平均願付價格為1,304元，信賴水準95%的信賴區間為（657.83, 2,672.66）元。由此可得知，藉由綠色旅遊活動帶給遊客環境認知，會顯著的提升遊客對支持綠色旅遊的願付價格。且由環境觀點與整體活動滿意度之迴歸分析結果顯示，整體活動的滿意度會顯著正向影響環境態度、認知與行為。整體而言，融入環境教育的綠色旅遊活動確實能夠提升遊客對綠色旅遊的支持。

關鍵字

綠色旅遊 ； 環境觀點 ； 願付價格 ； 條件評估法 ； 雙界二分選擇法

並列摘要

The purpose of this research is to understand whether the environmental perspective and willing to pay of supporting the green tourism development of tourists are affected by participating green tourism. The tourist participated in green tourism of Shin-Nan leisure agriculture area was surveyed by questionnaires before and after the tourism to understand the effects studied. The contingent valuation method (CVM) which has been widely applied in evaluating the values of ecological resources, cultural estates, historical inheritance preservation, guide and exposition service, and new products was applied in this study to reveal the topic. The tourists were surveyed with double-bounded dichotomous choice questionnaires to collect their willingness to pay followed by survival regression to study the possible influences of environmental perception, environmental attitude, environmental behavior, and social economic background to their willingness to pay on supporting green tourisms. Results from survival regression of pre-tour questionnaires shows that income is the only significant variable at α = 10% which indicates a positive effect. The average willingness to pay is NT 1,196 dollars with confidence interval (632.10, 2343.07) at 95% confidence level. Results from survival regression of post-tour questionnaires shows environmental perception, income and occupation I (superintendents, managers, professionals) are significant variables at significant level of α = 10%. Among the significant variables, environmental perception and income are of positive influence, occupation I is of negative influence. The average post-tour willingness to pay is NT 1,304 with confidence interval (657.83, 2627.66) at 95% confidence level. Survival regression results of the double-bounded dichotomous choice questionnaires before and after tour show that the willingness to pay of supporting green tourism is significantly increased by the environmental perception provided by green tours to the tourists. Regression analysis between environmental perspective and overall activity satisfaction reveals overall activity satisfaction significantly influence tourists' environmental attitude, perception, and behavior positively. Altogether, blending environmental education into green tourism is certainly to promote tourists' support to the development of green tourisms.

並列關鍵字

Green tourism ； Environmental perspective ； Willingness to pay ； Contingent Valuation Method ； Dichotomous-Choice with Follow-up