臺灣文化資產旅遊影響因素及其消費支出之研究

Study on the Factors and Consumption of Cultural Heritage Tourism in Taiwan

林思玲(Szu-Ling Lin)

指導教授 ： 林惠玲

國立臺灣大學/社會科學院/經濟學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201610502

摘要

本研究藉由國內旅客參訪臺灣文化資產景點的旅遊行為，了解國內遊客旅遊行為與參觀文化資產景點的關係，以及對旅遊總費用的影響；並且探討國內文化創意產業營業額與文化資產數量對遊客參訪文化資產景點旅遊行為與旅遊總費用的影響。本研究使用2011年到2013年交通部觀光局「國人旅遊狀況調查」，以及臺灣文化創意產業發展年報與文化部文化資產局的統計資料。利用二元選擇迴歸、普通最小平方法與間接篩選的計量模型進行實證研究。
研究結果發現，有進行觀賞文化古蹟的受訪遊客比例，有逐年提升的狀況。有觀賞文化古蹟的遊客，其旅遊總費用會比沒有進行觀賞文化古蹟的遊客來得高。生態旅遊與參觀文化古蹟沒有顯著的關聯性，自行規劃旅遊行程的遊客就比較不會去觀賞文化古蹟。選擇旅遊地點時會考慮民俗節慶活動、交通接駁方便、沒去過好奇、交通便利的遊客，比較會去觀賞文化古蹟。從平面媒體、電腦網路、觀光遊憩政府單位、親友同事同學、旅行社等管道蒐集旅遊資訊的遊客，比較會去觀賞文化古蹟。老年人、高學歷、高所得的遊客，比較會去觀賞文化古蹟。文創產業營業額不會提升遊客觀賞文化古蹟的意願，但文化資產數量對遊客觀賞文化古蹟的意願有提升作用。
此外，在旅遊總費用部分，對於有觀賞文化古蹟的遊客來說，參加旅行社套裝旅遊的旅遊總費用較多；選擇旅遊地點時考慮有主題活動、新景點/新設施、沒去過好奇等因素的遊客，其旅遊總費用較多；從電腦網路、觀光遊憩政府單位、親友同事同學、旅行社獲得旅遊資訊的遊客，其旅遊總費用較多。對於有觀賞古蹟的中年人、高學歷、高所得的遊客，其旅遊總費用較多。對於有觀賞古蹟的遊客來說，文創產業營業額與古蹟數量較高，其旅遊總費用就會較高。整體而言，若能提升遊客參觀文化古蹟的機會與意願，對於提高旅遊總費用是有幫助的，藉此亦能提升國內遊客觀光的經濟效益。

關鍵字

文化資產 ； 文化創意產業 ； 旅遊 ； 觀光 ； 間接篩選

並列摘要

This study discussed the relationships between the travel behavior and visiting cultural heritage behavior of domestic tourists, as well as the influence on total tourism expenditure by investigating the travel behavior of domestic tourists on Taiwan cultural heritage. Furthermore, this study investigated the effect of the domestic cultural and creative industrial revenue and the cultural heritage amounts on the travel behavior of domestic tourists on Taiwan cultural heritage and total tourism expenditure. Survey of Travel by R.O.C. Citizens (2011-2013) from Tourism Bureau, M. O. T. C., Taiwan Cultural & Creative Industries Annual Report and the statistics obtained from Bureau of Cultural Heritage, Ministry of Culture were all surveyed in this study. And then this study conducted empirical study by using binary choice regression, OLS regression and two-part model of incidental selection.
The results show that the proportion of respondent tourists who have visited cultural heritage sites was increased year by year. The total tourism expenditure of the tourists who have visited cultural heritage sites were larger than the expenditure of those who have not visited. There is no significant correlation between ecology tourism and cultural heritage tourism, and the tourists who plan their own journeys are less likely to visit cultural heritage. The tourists who would consider folk festivals, convenient transportation connections, curiosity out of not been there before, convenient transportation during choosing tourist sites, are more willing to visit cultural heritage. The tourists who gathered travel information from the press, internet, government units which are responsible of tourism and recreation, friends and relatives, travel agencies, are more willing to visit cultural heritage. Older, highly educated, high-income tourists are more willing to visit cultural heritage. The revenue of the cultural and creative industries will not advance the willingness of tourists to visit cultural heritage, but the cultural heritage amounts would increase the willingness.
As for the total tourism expenditure, the tourists who had visited cultural heritage spent more when they participated in travel packages from travel agencies. The tourists who considered theme activities, new tourist sites/facilities and curiosity out of not been there before during choosing tourist sites, spent more. The tourists who gathered travel information from internet, government units which are responsible of tourism and recreation, friends and relatives and travel agencies, spent more. The cultural heritage tourists who are elder, highly educated, high-income spent more on the tourism. For cultural heritage tourists, the total tourism expenditure will be higher when the revenue of the cultural and creative industries and the cultural heritage amounts are more. Overall, it would be helpful to increase the total tourism expenditure if the opportunity and willingness of the tourists to visit cultural heritage could be elevated, thereby also enhance the economic benefits of domestic tourists.

並列關鍵字

cultural heritage ； cultural and creative industries ； travel ； tourism ； incidental selection

參考文獻

行政院經濟建設委員會（2002），「挑戰2008：國家發展重點計畫」，臺北：經濟建設委員會。

陳凱俐，林亞立（2002），〈文化資產之價值評估—以臺北市古蹟為例〉，《宜蘭技術學報》，第9期，131-146。

銀慶貞、陶宏麟、洪嘉諭（2012），〈補習對考大學真的有用嗎?〉。《經濟論文叢刊》，第40期第1卷，73-118。

林思玲、邱龍禹（2015），〈打狗英國領事館官邸的門票票價之探討〉，《建築學報》，第92期，125-146。

韓佳君（2007），〈中國旅遊需求分析：世界遺產的影響〉，國立中央大學經濟學研究所碩士論文。