遊客對福山植物園收費制度之態度分析

A Study on the Visitors’ Attitudes towards Charge Scheme of Fu-Shan Botanical Garden

林佳穎(Chia-Ying Lin)

指導教授 ： 鄭欽龍

國立臺灣大學/生物資源暨農學院/森林學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.01319

摘要

本研究主要目的為探討福山植物園遊客對收費制度的態度。本研究首先蒐集相關文獻，建立理論及研究架構並設計問卷，然後至現場進行遊客訪談，再將問卷調查資料建檔及進行統計分析。

因素分析法之結果顯示，遊客對福山植物園管理及收費的態度面向，可歸納為四個主要因素：（一）遊客對收費後的期待、（二）對於環境品質的關懷、（三）遊客對收費的認同度、（四）控制園區環境負荷量。藉由此四項因素可將遊客分為三個集群：（一）不重視環境品質，消極對待政策的追求享受型（集群一）、（二）傾向重視環境品質，支持現行管制反對收費型（集群二）、（三）重視環境品質，反對現行管制支持收費型（集群三）。對此三集群之遊客屬性及旅遊行為進行檢定之結果發現，各集群在年齡、教育程度、所得、旅遊成本及合理價格範圍項目有差異。

另外，藉由旅遊成本法可求出各集群之旅遊需求函數，並算出需求價格彈性。集群一之需求彈性為0.2638，集群二為1.2945，集群三為0.3514。最後依據各集群之特性與需求彈性，歸納出對集群一性質之遊客可採取不同身份之第三級差別訂價；集群三可採取尖離峰訂價；集群二則可採取前兩種之混合收費方式。

關鍵字

生態旅遊 ； 福山植物園 ； 森林經營 ； 森林遊樂 ； 旅遊需求

並列摘要

The main purpose of this study was to investigate the visitors’ attitudes towards the charge scheme in Fushan Botanical Garden. This study had three steps. Firstly, we reviewed the related literatures to set up the frame of this research, and designed the questionnaire. Secondly, we interviewed the visitors on site. Finally, we analyzed the questionnaire data by various statistical methods.

The result of this study showed that visitors’ attitudes towards charge scheme could be reduced by the factor analysis into four factors which were (1) the expectations of the visitors after payment, (2) the concerns of the visitors with environmental quality, (3) the levels of the visitors’ agreement on charge, (4) the capacity control of the Fu-Shan Botanical Garden. And then, we used the four factors to group the visitors into three clusters; they were (1) neglect of the environmental quality, the passive attitude towards the management strategy, and pursuing the enjoyment (Cluster I), (2) inclination for appreciating the environmental quality, supporting the present strategy, and opposing the charge (Cluster II), (3) appreciation of the environmental quality, supporting the charge, and opposing the present strategy (Cluster III). We tested the three clusters by the visitors’ attributes and their traveling behaviors, and found that there were differences in age, education, income, travel cost, and willingness to pay among the three clusters.

In the other hand, we applied the travel cost method to estimate the tourism demand function for Fu-Shan Botanical Garden, and calculated the price elasticity of demand in each cluster. The estimated elasticity was 0.2638 in cluster I, 1.2945 in cluster II, and 0.3514 in cluster III. Based on the empirical analysis, we suggested the pricing schemes as follows. We could charge the visitors of cluster I by a third-degree discriminated pricing scheme, and the visitors of cluster III by a peak load pricing scheme. The visitors of cluster II could be charged by the mix of the two mentioned pricing schemes.

並列關鍵字

ecotourism ； Fu-Shan Botanical Garden ； forest recreation ； tourism demand ； forest management

參考文獻

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