遊客對導覽解說人員需求與願付價格之研究:雙變量模型的應用

陳瑩珍

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遊客對導覽解說人員需求與願付價格之研究:雙變量模型的應用

Tourist Demand and Willingness-to-Pay for Personal Interpretative Service: Application of the Bivariate Models

陳瑩珍 , Masters　　Advisor：陳宗玄;李延熹　　

英文

infrequency of purchase模型； double-hurdle模型；雙變量模型；願付價格；條件評估法； infrequency-of-purchase model ； double-hurdle model ； bivariate models ； contingent valuation method (CVM) ； willingness-to-pay (WTP)

Abstract │ Reference (74) │ Altmetrics

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Due to personal interpretative service, tourists can better understand the history and culture of a historic site, which may lead to an increase in revisitation and a positive word-of-mouth. If tourists are willing to pay for interpretative service, the revenue generated can be used for the management and maintenance of the historic resources. Therefore, this study used the contingent valuation method (CVM) to observe the willingness-to-pay (WTP) of the tourists for personal interpretative service, and to analyze its determinants using two bivariate models－the double-hurdle (DH) model and the infrequency-of-purchase (IP) model. The bivariate models were employed to deal with zero responses and to analyze distinct sets of determinants for tourists’ willingness to pay and the level of WTP value for personal interpretative service. Open-ended elicitation approach was adopted for the WTP question. 610 questionnaires were distributed and 546 valid questionnaires were collected. The mean WTP value of personal interpretative service in historic areas of Lukang was 172.70 NTD. The results from the IP model indicate that gender, age, educational level, occupation, and perceptions of interpretative service affected both the WTP probability and WTP level. However, residential area and income had a significant effect only on the WTP level, but not on the WTP probability. The results of the IP model revealed more significant determinants than the DH model, reflecting that the demand of tourism products, such as interpretative services, may be affected by the price charged. The findings can serve as a reference for marketing strategies or future policies for interpretative service providers or related government agencies.

Reference ( 74 ) 〈TOP〉

Adams, C., Motta, R. S. D., Ortiz, R. A., Reid, J., Aznar, C. E., & Sinisgalli, P. A. D. A. (2008). The use of contingent valuation for evaluating protected areas in the developing world: Economic valuation of Morro do Diabo State Park, Atlantic Rainforest, Sao Paulo State (Brazil). Ecological Economics, 66(2-3), 359-370.
連結：
Alegre, J., & Cladera, M. (2009). Analysing the effect of satisfaction and previous visits on tourist intentions to return. European Journal of Marketing, 43(5), 670-685.
連結：
Angulo, A. M., Gil, J. M., & Gracia, A. (2001). The demand for alcoholic beverages in Spain. Agricultural Economics, 26(1), 71-83.
連結：
Aristei, D., Perali, F., & Pieroni, L. (2008). Cohort, age and time effects in alcohol consumption by Italian households: A double-hurdle approach. Empirical Economics, 35(1), 29-61.
連結：
Bishop, R., & Heberlein, A. (1979). Measuring values of extramarket goods: Are indirect measures biased? American Journal of Agricultural Economics, 61(5), 926-930.
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