隨著社會的經濟繁榮,國民所得提高,對於休閒旅遊的需求愈來愈高,使得自然環境以及生態資源相較於過去,面臨更嚴重的威脅。國際社會近年逐漸重視自然資源的維護,生態保育意識亦隨之高漲,對生態、自然也開始抱持著反省的態度,而因應而生的生態旅遊即是以自然為主的形式,希望遊客欣賞自然環境時能達成生態、社會文化和經濟的永續性,並增加遊客對生態之了解,引導其進行生態保育的行為。 本研究探討墾丁國家公園管理處遊客中心簡報室之遊客對生態保護區門票及解說導覽服務費用之願付價格,依據遊客對生態旅遊的行為將遊客區分為四個集群,分別探討不同生態旅遊行為的遊客對生態保護區門票及解說導覽服務費用之願付價格,四類集群遊客分別命名為「消極勸導」、「依賴組織」、「熱衷參與」和「自發貢獻」。此四集群中「消極勸導」及「依賴組織」兩集群對於收取生態保護區門票以增加政府財政收入的願付價格最高,以支付解說導覽費用增加政府稅收來源願付價格較低。「熱衷參與」和「自發貢獻」兩集群以支付解說導覽費用作為解說員之薪資之願付價格較高,以支付生態保護區門票增加政府財政收入之願付價格較低。
With the process in the age of high technology and upgrade of living quality, tourists' demand for travel are higher than before. This situation physical environment and ecological resource are more dangerous than past. International society takes the protection of physical resource seriously in recent years. People start to have the attitude for reflection with nature and ecological environment. Ecotourism use a natural way to make the tourists understand the ecological environment after they visit the physical environment and also make them starting to protect the ecological resource. The purpose of this study was to explore the tourists' attitude, behaviour, motivation, characteristic about travel, willingness to pay for the admission ticket in ecological reserve area and willingness to pay for the fee of interpretive service in Kentin national park. According to behaviour factors, tourists can be categorized into four groups: persuade and exhort negatively, depend on organization, concernment-bashing, contribute spontaneously. These first two groups show higher willingness to pay the fee to national park for the use of increasing governments' tax revenue. The last two groups show higher willingness to pay the fee of interpretive service for the use of interpreter's salary.