遊客對自然體驗活動解說服務願付價格之實證分析

An Empirical Study of Visitors' Willingness to Pay for Interpretive Services of the Natural Experiences Activities

吳忠宏(Homer C. Wu) ； 柳婉郁(Wan-Yu Liu) ； 方怡蓁(Yi-Zhen Fang)

《農業與經濟》 49期 (2012/12) Pp. 99-129

https://doi.org/10.6181/agec.2012.49.04

摘要

本文以參與荒野保護協會解說活動的遊客為對象，採用條件評估法中的支付卡詢價法，調查遊客對解說服務的付費意願，並以對數概似函數來進行一般化Tobin模式推估。研究結果顯示，解說員專業及服務態度會影響願付價格的高低，遊客參與解說活動的動機對願付價格則沒有顯著影響；其次，單身、所得高、其可支配所得較多者，較有能力及意願負擔解說的費用。教育程度較高者，通常不認為收費制度會提供對價的服務關係，故願付價格較低。研究發現荒野保護協會的解說員若每次帶領十五位遊客，則其願意支付金額的平均值為每小時1,275.68元。若將整體解說服務配套措施共同納入成本分攤時，解說員還要負擔其他行政及管理事務費用，故要讓解說服務達成財務自足的情況尚屬困難。

關鍵字

解說服務 ； 解說滿意度 ； 願付價格 ； Tobin模型 ； 條件評估法

並列摘要

The Objective of this study is to analyze visitors' willingness to pay for the services provided by the eco-tour interpreters from the Society of Wilderness. The payment card method derived from the contingent valuation approaches was applied to examine factors impacting the visitors' willingness to pay for the services. The study uses the log-likelihood function to conduct an analysis of Tobin model estimates. The results show that willingness to pay is significantly affected by respondents' socioeconomic status, and interpreters' expertise of and attitude toward service provision also affect the amount of payment. The motivations of respondents' participation in the services provided by the interpreters do not affect their willingness to pay. In addition, this study reveals that respondents who are single, and enjoy higher income and more disposable income have higher willingness to pay for the services provided by the eco-tour interpreters. The highly-educated respondents usually do not agree that their payment is corresponding to the service of equal value, and hence, the price that they are willing to pay is lower. That is, each interpreter's service could be remunerated with an average hourly rate of NT$ 1,275.68 when leading a group of 15 visitors. Taking cost distribution into account, this revenue is insufficient for covering the operation of a complete set of the services provided by the interpreters due to they are required to settle other fees for administration and maintenance purposes. Based on the findings, as far as the visitors’ price of willingness to pay are concerned, it is difficult to attain cost recovery of these interpretive services.

並列關鍵字

Interpretive service ； Interpretive satisfaction ； Interpretive payment ； Tobin model ； Contingent valuation method

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