遊憩區選擇行為之研究－敘述偏好模式之應用

Study on Recreation Site Choice Behavior: Application of Stated Preference Model

林晏州(Yann-Jou Lin)

《戶外遊憩研究》 13卷1期 (2000/03) Pp. 63-86

https://doi.org/10.6130/JORS.2000.13(1)4

摘要

本研究以聯合分析模式預測大眾之遊憩區偏好，並比較影響大眾遊憩選擇行為之遊憩區屬性間的相對重要程度。本研究選取五項遊憩區屬性，將其加以分級並組合成18個替選方案，提供給受訪者進行偏好評值或偏好排序之評估，再以聯合選擇模式分析調查所得之資料。研究結果顯示偏好評值評估模式與偏好排序評估模式間具有高度相關而無明顯差異，兩模式分析所得遊憩區各屬性之相對重要程度亦相似，均以遊憩區之遊憩及服務設施品質最重要，其次依序為遊憩區具有之自然景觀資源、旅遊所需花費及遊憩區具有之人文景觀資源，而以遊憩區內所提供之活動機會之多樣性最不重要。

關鍵字

遊憩選擇行為 ； 聯合分析 ； 敘述偏好 ； 偏好評值 ； 偏好排序

並列摘要

This study developed a conjoint model to examine public preferences for recreation sites and to compare relative importance of site attributes which may influence their site choice behavior. Eighteen combinations of five site attributes were simulated. The respondents were asked to give a preference score or preference ranking to every alternative of these recreation sites. The conjoint choice model was estimated for the preference score and preference ranking data. It showed that the alternative rankings derived from mean preference scores and median of preference ranking was highly correlated. The relative importance of site attributes was similar in both models. The most important attribute affecting site choice behavior was the quality of recreation facilities and services, followed by natural landscape resources, total cost of the trip, and cultural landscape resources. The opportunity for engaging in water-based and/or land-based recreation activities was the least important attribute.

並列關鍵字

Recreation choice behavior ； conjoint analysis ； stated preference ； preference score ； preference ranking

參考文獻

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