戶外遊憩研究 Journal of Outdoor Recreation Study  2022/6
第35卷第2期 Vol.35No.2     91-122
DOI:10.6130/JORS.202206_35(2).0004  
社頂自然公園生態導覽解說之價格制訂—考慮校正樣本選擇偏誤之區間迴歸分析法  


Assessing the Price of Ecological Interpretation in Sheding Natural Park: Using Interval Regression Analysis with Selection Bias Adjustment


柳婉郁、莊翔皓、林信維
Wan-Yu Liu, Hisang-Hao Chung, Hsin-Wei Lin
摘要

本研究考慮在校正樣本選擇偏誤的情況下,以條件評估法分析社
頂自然公園遊客對生態導覽解說服務的願付價格及其相關因素。結果顯示
遊客對於導覽解說願付價格為每人105.24元。本研究結果指出,當遊客之
同行孩童數量較多、過去所學為森林/生態/環境/自然資源等相關領域、導
覽滿意度較高、以及性別為女性之遊客,對於導覽解說之願付價格相對較
高。而同行人數較多之旅客,以及居住在中國之旅客,對於導覽解說的願
付價格則相對較低。本研究建議未來生態導覽解說服務開始收費,則該國
家公園管理處可提供多元之導覽解說服務內容,與在地文化作結合,以及
強化導覽解說內容的說明,來提高社頂自然公園導覽解說的願付價格。


This study corrected for sample selection bias and conducted
Contingent Valuation Method (CVM) to analyze Sheding Nature Park visitors’
willingness to pay (WTP) for the eco-guided interpretation service and its related
factors. The results showed that tourists are willing to pay NTD 105.24 per
person for the guided interpretation. On average, tourists who have more children
companions in need of care, have a background in forest/ecology/environment/
natural resources and related fields, are more satisfied with the tour, and are
female have higher WTP for the guided interpretation. By contrast, tourists with
more companions or who are living in China have lower WTP for the guided
interpretation. This study suggests that if the Kenting National Park Management
Office starts to charge for the eco-guided interpretation service, it would need to
provide a variety of contents. Moreover, the local culture, along with the guided
interpretation, needs to be integrated to increase the WTP for the guided tour of
Sheding Nature Park.
關鍵字
 
導覽解說、願付價格、樣本選擇模型、支付卡法

Ecological interpretation, Willingness to pay for ecological interpretation, Sample selection model, Payment card