太魯閣國家公園願付門票費用之研究

Abstract

遊憩需求受到遊憩者、遊憩區提供的資源以及兩者間聯繫因素影響，並可透過遊憩者個人願意支付價格(WTP)線反應。瞭解遊憩需求是遊憩區經營管理的重要工作，而太魯閣國家公園為臺灣極具有特色的國家公園，擁有許多不同的遊憩資源，本研究目的為調查臺灣遊客對太魯閣國家公園的願付門票費用，並探討影響願付費用的因素。本研究透過文獻回顧歸納影響願付費用的重要因子，並於2014年5月在國家公園範圍內進行現地調查，收集共386份有效問卷。研究結果顯示臺灣遊客對太魯閣國家公園個人單日門票的最高願付費用平均為193元，以願付100元的受訪者最多，占整體20.47%，超過半數(56.22%)受訪者最高願意支付150元。在探討影響願付費用因素部份，本研究將因素歸類為個人特性與經驗、遊憩吸引力、旅遊成本三大面向，迴歸分析結果顯示月收入、教育程度、太魯閣原住民文化獨特性、世界級的峽谷斷崖獨特性、登山健行步道獨特性、符合旅遊需求程度、停留時間顯著正向影響門票願付費用，其中以月收入及世界級峽谷斷崖獨特性的影響力最大。本研究結果可提供遊憩區管理單位經營及後續研究之參考。

Recreation demand is a result of the interaction among the visitors, the characters of recreation areas and the factors connecting visitors and sites. Recreation demand can be presented by the curve of an individual willingness to pay (WTP). Understanding the demand of recreation sites is important for managers. Taroko National Park, with its diverse resources, is one of the most unique parks in Taiwan. The primary objective of this study was to measure visitors’ WTP for entrance fee in Taroko National Park, and investigate the factors that determine WTP. A total of 386 effective on-site questionnaires were collected in the year 2014 during May. The results indicated that the mean of WTP was 193 NT dollars and the mode was 100 NT dollars, accounting for 20.47% of the respondents. More than half of the respondents were willing to pay 150 NT dollars (56.22%). On the important influencing factors of WTP, our study chose visitors' characters and experience, tourism attraction, and travel cost aspects. We then examined the influence of these factors on visitors’ WTP. Using a multiple regressions analysis, the results suggested that the variables income, level of education, the uniqueness of Taroko aboriginal culture, the uniqueness of gorge and valley, the uniqueness of hiking trails, the satisfaction of recreation service and facilities, the degree of meeting tourists’ demands, and the time spent in Taroko National Park have significant and positive effects on the amount of WTP. Income and the uniqueness of gorge and valley were most important influencing factors. The results of this study can contribute to recreational site management and to future studies.