評估文化遺產創意化之願付價值

Estimating the Willingness to Pay for Cultural Heritage Creativity

陳韻如(Yun-Zu Chen)

指導教授 ： 丁崇德

共同指導教授 ： 丁碧慧

長榮大學/管理學院/企業管理學系(所)/碩士(2012年)

https://doi.org/10.6833/CJCU.2012.00132

摘要

文化創意產業在全球的經濟發展中扮演著非常重要的角色。產業本身以及其延伸產品所帶來的顯著利潤不僅在一個國家和企業，也在自然市場與國際機構。文化遺產的創意化，提高了我們所期望的附加價值，透過新的元素引入原有的文化產業,更有利於促進當地的經濟發展。本研究的目的在於應用條件評估法建立文化遺產創意化的理論模型，評估文化遺產創意化的願付價值，分析影響願付價值的各種因素。
研究結果發現文化遺產創意化三個假設性市場的WTP估計結果，所得、社會情感認知、附加價值服務認知、整體形象認知及休閒情感表達型皆是影響受訪者WTP的變數。 另外，三個假設性市場的WTP分別為「籌措經費使文化遺產得適度保存」922.9元，參與文化遺產的「藝文活動」914.2元，籌措當地「建設發展」之經費620.9元。其中籌措經費使文化遺產得適度保的WTP是三個假設性市場中最高的。

關鍵字

文化遺產 ； 願付價值 ； 條件評估法

並列摘要

Cultural and creative industries play important roles in the development of global economies. The industries themselves, as well as their extended products, bring significant profits, not to only a country and its enterprises, but also to its natural markets and international entities. Creativity in cultural heritage raises expectations of added value, and helps promote local economic development through new elements introduced to the original cultural industry. The present study aims to establish willingness to pay (WTP) in the cultural heritage creativity theoretical model by using contingent valuation method (CVM), estimate WTP for cultural heritage creativity, and analyze the various factors that influence WTP.
In the study, we found that the variable estimation results (i.e., income, socioemotional cognition, value-added services cognition, overall-image cognition, leisure emotional expression group) of three hypothetical markets affect the WTP of subjects. The three hypothetical markets of WTP are preserving cultural heritage (922.9 TWD), join art activities (914.2 TWD), and local development (620 TWD). Preserving cultural heritage WTP is the highest of the three hypothetical markets.

並列關鍵字

Cultural heritage ； Willingness to pay ； Contingent Valuation Method

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