- 學位論文
文化資產之知覺價值與參訪需求探討─以大龍峒保安宮為例
A Study of Perceived Value and Visit demand in Cultural Heritage- A Case of Dalongdong Baoan Temple
摘要
自聯合國教科文組織成立以來，文化、自然資產保護備受國際重視。在文化資產與生活息息相關下，如何深化民眾對於文化資產保存之認知，並行塑出正確的行為，將為文化資產保存工作成功關鍵所在。 本研究以獲得聯合國教科文組織文化資產保存獎的大龍峒保安宮為對象，應用因素分析萃取出訪客對文化資產知覺價值的認知因素，並以集群分析劃分出不同知覺價值集群，再以On-Site Poisson參訪需求模型分析影響參訪需求之相關因素，並估算不同「知覺價值集群」之訪客造訪保安宮所得到的參訪效益。 研究結果發現：(1)大龍峒保安宮訪客的知覺價值因素可區分為「心靈歸屬」、「專門服務」、「藝文薰陶」、「資產維護」及「區域發展」；(2)「多元知覺型」訪客為最重要之市場區隔集群；(3)不同集群與類型之訪客不影響文化資產之知覺價值、關係品質與行為意向；(4)「服務知覺型」的訪客認知愈高，則造訪保安宮的次數即增加；(5)「藝文情感型」之訪客前往保安宮所得到的參訪效益高於其他知覺價值群體。
並列摘要
The issue relevant between culture and natural heritage protection is noticed by countries among international, since The United Nations Educational, Scientific and Culture Organization established. The key of cultural heritage preservation is to deeply enhance the public cognition and to develop the correct public behavior regarding the cultural heritage preservation and the livelihood. In this research, we targeted on Taiwanese Dalongdoug Baoan temple, the culture heritage medal from The United Nations Educational, Scientific and Cultural Organization. This study also applied travel cost method to estimate the On-Site Poisson tourism demand function, and investigated the relationships between perceived value clusters and visit demand. And then, this investigation is measured the consumer surplus (CS) by perceived value clusters from the Dalongdong Baoan Temple. There are five research conclusions in this investigation. First of all, the factors of perceived value by Dalongdong Baoan Temple’s visitors caused from Mind Adscription、Express Service、Literary Art Enlightenment、Heritage Maintenance and Region Development. Second, “Multi-Purpose Perceived” is the major group of market segmentation. Third, the different cluster and type of visitors are not the influence on Culture Heritage of perceived value、relationship quality and behavior intention. Fourth, if the “Service Perceived” visitors’ perceived value is higher, the frequency of visits will be increasing. Last but not the least, the consumer surplus (CS) value of “Literary Art and Emotion” visitors is higher than other perceived value visitant.