本研究旨在探討九二一地震教育博物館的遊客對導覽解說需求與願付價格之分析,以前往九二一地震教育博物館的遊客為對象,而導覽解說並不具一般市場價格;因此,應用「非市場估價法」之「條件評估法」(Contindent Valuation Method ,簡稱 CVM)以探討了解影響九二一地震教育館的遊客對導覽解說人員的付費意願與付費金額之因素。研究顯示,有52.5%的遊客願意以某一筆費用請館方提供導覽解說服務人員進行解說服務,而且有55.5%的遊客同意館方所提供導覽解說服務,對於提昇遊憩體驗及增長知識是有正面影響的。本研究以Double Hurdle 模型之應用實證發現付費意願影響因41-45歲的遊客與付費意願決策是有顯著相關;而遊客職業為軍公教人員、商業從業人員在付費金額決策方面有顯著相關。 導覽解說服務人員的設立目標為提供遊客良好的休閒遊憩體驗及增長知識,建議館方可以增設地震真實體驗館,可加強遊客對地震震度的感受與認知,進一步真實融入如何逃生防災教育的實務與機制。
The study on visitors of 921 Earthquake Museum is mainly to analyze their demand and willingness to pay for the interpreter service . As their demand and willingness to pay for the interpreter service ,we use Contindent Valuation Method (CVM) to identify the factors that affect the decisions of whether willing to pay and how much tp pay the results show that 55.2% visitors are willing to pay for the interpreter services provided by the museum , and 55.5% visitor agree with the positive experience on leisure and learning by the service . By Double Hurdle regression analysis, we also found that the age of 36 to 45 is significant to the decision of whether willing to pay , and the occupations of military , government employees, teacher , and commerce are significant to the decision of how much to pay . The objective of interpreter service is to improve visitors’ experience on leisure and recreation experience and knowledge. Therefore ,we suggest the real earthquake museum to be built ,to help visitors enhance the awareness and true feelings of earthquake , and understand the practice and mechanism of disaster prevention education .