遊客對導覽解說人員需求與付費意願之研究：以國立自然科學博物館植物園為例

Visitor Demand and Willingness to Pay for Interpretive Service: An Example of the Botanical Garden, National Museum of Natural Science

陳宗玄(Tzong-Shyuan Chen) ； 陸地(Ti Lu)

《博物館學季刊》 20卷4期 (2006/10) Pp. 7-25

https://doi.org/10.6686/MuseQ.200610_20(4).0002

摘要

現今博物館不僅是一個保存文物與文化資產的地方，更是國人休閒、教育、娛樂等功能的最佳去處。本研究利用條件評估法（CVM）探討科博館植物園遊客對導覽解說人員服務之需求與其付費意願。實證結果發現，參觀植物園的遊客大多與親朋好友結伴同行，以增廣見聞為主要參觀動機，有八成二以上的遊客表示同意與非常同意園方提供導覽解說服務，將會提昇遊憩體驗與增長見聞的看法，另有近七成的遊客表示需要與非常需要園方提供專人導覽解說的服務。整體而言，近六成的遊客願意額外支付一筆費用作為導覽解說人員服務的酬庸，其願付價值為32.24元。

關鍵字

科博館 ； 導覽解說需求 ； 付費意願 ； 條件評估法

並列摘要

The functions of museums include the preservation of objects, artifacts and cultural heritage, as well as the provision of leisure, educational and recreational activities and spaces. The Contingent Valuation Method (CVM) was adopted in this study to determine visitor demand and willingness to pay for interpretive service at the Botanical Garden of the National Museum of Natural Science. The results showed that most visitors to the Botanical Garden are accompanied by relatives and friends, with the main motivation for their visit being the augmentation of knowledge. More than 82% of surveyed visitors agreed or strongly agreed that interpretive service enhances the recreational experience and knowledge gained from the visit. In addition, nearly 70% of respondents indicated a need or strong need for professional interpretive service. Overall, nearly 60% of respondents expressed willingness to pay an extra fee for interpretive service at an average of NT$32.24.

並列關鍵字

National Museum of Natural Science ； interpretive service demand ； willingness to pay ； Contingent Valuation Method (CVM)

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