因黑金而繁榮的猴硐,礦場沒落後在近幾年形成與採礦歷史缺乏真實連結的貓村文化。本研究目的希望由後現代觀點來探討遊客在猴硐知覺到的真實體驗,及這些體驗為遊客帶來之價值。總共調查400份有效問卷,以遊客個人建構之真實性知覺為基礎,請其估算願付價格。研究結果發現對遊客而言,礦業與貓村似乎皆能代表真實猴硐,進一步採用雙界二元法詢問受訪者之願付價格,並利用邏輯斯分布函數估算,獲得遊客對礦業遺產、貓村及存在真實性知覺之願付價格分別為NT$109.3、19.1及115.3元,顯示存在真實之相對價值較高,而礦業遺產價值為新興貓村之5倍;此外,利用判別分析瞭解哪些市場區隔因子較能區別出願意與不願付費兩個族群。文末並據此提出相關理論與管理建議。
Houtong, which prospered because of its coal industry, left behind 100 years of a coal-mining heritage after its mines closed. Since then, there has been an influx of tourists who visit to see Houtong's many cats, which has led to a new cat-village culture that has arisen in just a few years but has also reduced its connection with its mining history. This study explores tourists' perceived authenticity in Houtong and determines whether these experiences can have practical value for tourists from a postmodern perspective. A total of 400 validated questionnaires were collected from tourists in Houtong, who were asked how much money they were willing to pay for perceived authenticity. The results then revealed that for tourists, both Houtong's mining history and its cat-village culture seem to represent the real Houtong. Furthermore, by using the dichotomous choice method and logistic distribution function, the willingness to pay (WTP) of coal-mining heritage, cat-village culture, and perception of existential authenticity were estimated as NT$109.3, NT$19.1, and NT$115.3, respectively, showing that existential authenticity had the highest value for tourists, while the value of Houtong's mining heritage was five times that of its newly emerging cat village. Discriminant analysis was also used to comprehend which socioeconomic factors, travel behaviors, and other market-segmentation factors can better distinguish tourists who are willing to pay from those who are not. At the end of this study, some suggestions are put forth on this basis in an attempt to contribute to the theory of authenticity and make suitable recommendations to heritage tourism management agencies.