文化古蹟導覽解說人員付費意願之研究---以億載金城為例

A study on Visitors’ Interpreter Willings to Pay at the Cultural and Historical Spots, Erkunshen Fortress(Eternal Golden Castle)

林福春(Fu-Chen Lin)

指導教授 ： 劉素娟

朝陽科技大學/管理學院/休閒生活美學產業碩士專班/碩士(2014年)

摘要

在推動全面週休二日制的實施以及打造小確幸感覺的催促之下，休閒旅遊不但蓬勃發展，同時國人對休閒活動的選擇也漸趨多元。臺南府城文化古蹟資源豐富，台灣美食台南小吃更是遠近馳名；伴隨著陸客到台旅遊人數持續攀升，若能結合國家政策放棄成見，加強推動觀光；府城將能創造雙贏的局面。本研究旨在瞭解到億載金城旅遊遊客之基本資料、參與動機、對專人解說導覽需求程度、願付價格及其分析遊客對解說導覽付費意願之影響因素。
因為導覽解說人員之服務並不具一般市場價格，因此採用模型推估法，來估算出億載金城遊客對於解說導覽人員願付價格。本研究採
用開放式問答為問卷詢價的方式。結果顯示，有45%遊客願意以某
一筆費用請億載金城提供解說導覽人員之服務，；在解說導覽人員服務遊客需要程度方面，在近六成六需要的遊客中，有將近五成二的遊客願意付費。經由實證結果可知，解說員服務的需求程度與付費意願是成正比。每位遊客平均每次願意支付68.6元請館方提供導覽解說人員服務。
經實證模型推估結果得知，可得知國人對於解說導覽人員不但需求程度極高，對於此項服務也有極大的付費意願，為滿足遊客對於解說導覽員之需求，本研究建議台南市政府及億載金城可針對需要解說導覽員服務與否之遊客，針對需要解說導覽員服務與否之遊客，制定須付費之導覽解說，讓願意付費用之遊客，能夠享受較好的遊憩品質。另建議導覽解說員之培訓，由政府部門統一規範、認證並引導進入就業市場，如此才能使學成之導覽解說員學以致用，亦可使遊客有美好的遊程及建立重遊意願。

關鍵字

億載金城 ； 付費意願 ； 模型推估法 ； 解說導覽需求

並列摘要

Due to the implementation of two days off weekly system and need of little happinese. Not only leisure and tourism become more popular but people in Taiwan has more choice to their entertainment activities.
Tainan is known for its historical site and cultural resources and so does its snacks. With the raising number of Chinese visitors to Taiwan, Tainan should give up the predudice and accept state policy to implement the tourism to create a win-win situation.
This study aims to survey on factors that are affected to thevisitors of Erkunshen Fortress (Eternal Golden Castle) , and to analyze all information about their basic information,motive of attendance, demanding of interpreter, willing to pay for guide service, and price would like to be paid, and so on.
As the service of interpreter shall not be counted same as ordinary
market price, Contingent Valuation Method (CVM) is adopted in this
study. Through this non-market valuation method, we estimate the price
that the visitors willing to pay for the interpreter service. This study used
open-ended method for the price, and the result showed that the 45%
visitors would like to pay for the interpreter service under arrangement of
the Eternal Golden Castle. In the aspect of demand on interpreter, the five-twos among 66% visitors would like to pay forthe interpreter service.
Under survey, it proves that the demand of interpreter and the willingness to pay of the visitors is a positive correlation. Every time each visitor would pay $68.6(NT$) to the Castle for interpreter service.
We learn from the result of this research that it has a high demand for
interpreter from the visitors in Taiwan, and most of the visitors are
willingly to pay for this service.
In order to satisfy to this demand on interpreter service, we suggest that the Tainan government and Erkunshen Fortress (Eternal Golden Castle) issues the paying interpreter sevice, and let the visitors enjoy better resort quality if they would like to pay higher fee for this extra interpreter service.
Furthermore, we suggest that the interpreter shall be cultivated and
fostered by a qualified public organization, and they shall be awarded an
accredited certification before employment. By this chance, the cultivated
interpreter should make use of what they have learned, and the visitors
can enjoy high quality of the intellectual trip.

並列關鍵字

Eternal Golden Castle ； Erkunshen Fortress ； Willingness to Pay ； Demand of Interpreter

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