太魯閣國家公園旅遊品質提升方案之經濟效益評估

Economic Assessment of Tourism Quality Improvement Programs for the Taroko National Park

李俊鴻(Chun-Hung Lee) ； 陳逸庭(Yi-Ting Chen) ； 謝奇明(Chi-Ming Hsieh) ； 許詩瑋(Shih-Wei Hsu)

《大專體育學刊》 18卷1期 (2016/03) Pp. 1-13

https://doi.org/10.5297/ser.1801.001

摘要

國家公園能同時提供自然暨文化資源保育、民眾環境教育及休閒遊憩的各項重要功能。本研究目的是以條件行為法對遊客之遊憩需求進行效益分析，並參酌過去旅遊品質與環境品質改善的相關研究，設定「改善基礎設施」、「提升服務品質」、「加強解說專業」、「強化環境管理」等四種國家公園旅遊品質提升方案，以評估國家公園旅遊品質提升帶來之經濟效益。研究結果顯示：一、除了改善基礎設施方案外，其餘三項國家公園旅遊品質提升方案對遊客的遊憩需求上，皆產生明顯的結構性變化；二、實施品質改善方案之下，遊客前往國家公園的遊憩需求將越不具價格彈性，而遊客所得變化對國家公園遊憩需求的影響將大幅降低；三、四種國家公園旅遊品質提升方案之經濟效益，均可顯著提高遊客前往國家公園旅遊的經濟效益，其中「提升服務品質」與「加強解說專業」與「強化環境管理」方案對於提高經濟效益之效果相對較高表示此部分亦有改善空間。本研究結論：太魯閣國家公園管理單位與花蓮縣政府對於前述旅遊品質提升方案亦應加以重視，以落實國家公園的永續發展。

關鍵字

遊憩需求 ； 永續經營管理 ； 條件行為法

並列摘要

National parks provide important functions of conserving natural and cultural resources, environmental education, leisure and recreation. In this study, the contingent behavior approach was adopted to evaluate the economic benefits based on tourists’ recreational needs through an extensive literature review relevant to improvements in recreational and environmental quality. Four quality improvement programs, including ＂Improving Infrastructure,＂ ＂Enhancing Service Quality,＂ ＂Advancing the Profession Interpretation,＂ and ＂Strengthening Environmental Management,＂ were proposed for estimating the economic benefits. The results of this study were as follows. First, the structural changes in recreation demand were generated from the tourists’ quality improvement programs in the national park. Second, with the quality improvement programs, the price elasticity of recreational demand of visiting the national park was relatively low. Third, all four quality improvement programs could significantly increase the economic benefits of visiting the national park. Especially, the increments of ＂Enhancing Service Quality,＂ ＂Advancing the Profession of Interpretation,＂ and ＂Strengthening Environmental Management＂ were significantly higher than that of ＂Improving Infrastructure,＂ which indicating that there is an improvement space. Furthermore, the administration of the Taroko National Park and the Hualien County Government should attach great importance to promote the preceding programs to enhance the quality of tourism, and response to sustainable development of the national park.

並列關鍵字

recreational demands ； sustainable management ； contingent behavior approach

參考文獻

中華民國國家公園學會（2011）。太魯閣國家公園遊客遊憩滿意度調查成果報告書。花蓮縣：太魯閣國家公園管理處。 [National Park Association in Taiwan. (2011).Taroko National Park visitor satisfaction survey recreation 2011. Hualien, Taiwan: Taroko National Park Headquarters.]

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