遊客對解說導覽人員之付費意願－以高雄市洲仔溼地公園為例

The Research of Tourists Willingness to Pay for Interpretative Service at the Chou-Cai Wetland Park

王雅俞(Ya-Yu Wang) ； 李明聰(Ming-Tsung Lee)

《商業現代化學刊》 4卷1期 (2007/03) Pp. 34-43

https://doi.org/10.6132/JCM.2007.4.1.04

摘要

隨著周休二日制的實施及國人休閒遊憩觀念的提昇。遊客藉由從事休閒遊憩活動來放鬆身心、舒解壓力，對休閒活動的選擇也漸趨多元。但在教育水準普遍提高及收入增加的趨勢下，遊客能在最短的時間及極少的成本下，認識、體驗大自然，以導覽解說服務項目中，導覽解說人員最能吸引參觀者的學習興趣，亦是最直接、最有效的一種方式。透過解說可使參觀的遊客，除能更清楚地瞭解遊覽周遭環境外，亦能使遊客獲得相關的知識、增廣見聞，甚至幫助遊客脫離緊張與壓迫的工作環境感覺。本研究針對高雄市洲仔溼地公園之遊客對人員解說導覧服務費用之付費意願進行探討。由於導覽解說人員之服務並不具一般市場價格，因此採用非市場估價法之條件評估法（Contingent Valuation Method, CVM）來估算出遊客對於解說導覽人員願付價格。依據遊客生活型態將遊客區分為三個集群，分別探討不同生活態集群的遊客對洲仔溼地公園解說導覧服務費用之願付價格，分別命名為積極投入、環境保護和大眾參與。研究發現此三類遊客中以積極投入集群遊客對於作為生態保育的願付價格最高達146元。對於支付解說導覧費用以作為生態保育之願付價格最高，以支付解說導覧員費用作為增加政府稅收來源的願付價格較低。

關鍵字

願付價格 ； 旅遊特徵 ； 動機

並列摘要

Owing to the implementation of two days off weekly system and upgrading concept of leisure resort. Tourist should spend their leisure hours relaxing, relaxing pressure, and has more choice to their entertainment activities in Taiwan. But the education have all increased universally and the trend of increasing sales revenue, tourists can be recognize and experience of the nature under shortest time and few cost. The interpretative guider of the tour interpretation service's items is most attracted to visitors' learning interests, also is a way to the most directly and effectively. Through explaining can enable visiting visitors who besides can understand more clearly that visits the surrounding environment, can also make visitors obtain relevant to knowledge, increase the information, even help visitors to break away from feeling with the working environment of oppression and tenseness.This study in the Chou-Cai Wetland Park aims to survey on factors that are affected to the visitors, and to analyze all information about their basic information, characteristic about travel, living style, motive of attendance, willing to pay for guide service, and price would like to be paid, and so on. Because the service of interpreter did not own the price like in general market, therefore the Contingent Valuation Method was used to estimate the willingness price that tourists. According to the living style factors, tourists can be categorized into three groups: positive concernment, protecting environment, mass participation. These three groups show the highest willingness to pay fee of one hundred forty six dollars for the use of ecological preservation. These three groups show the highest willingness to pay fee for the use of ecological preservation. These groups show the lowest willingness to pay for the fee of increasing the government's tax revenue.

並列關鍵字

Willingness to pay ； Travel characteristic ； Motivation