游客对解说服务之愿付价格—以台北市植物园为例.docVIP

遊客對解說服務之願付價格—以台北市植物園為例 The Research of Tourist’s Willingness to Pay for Interpretative Service: a Case of Botanical Garden in Taipei 李明聰Lee Ming-Tsung高雄應用科技大學觀光與餐旅管理研究所 高雄應用科技大學觀光與餐旅管理研究所 高雄應用科技大學觀光與餐旅管理研究所 Tourism and Hospitality Management Graduate School, National Kaohsiung University of Applied Sciences繁忙的社會型態下，植物園中除了提供民眾遊憩的場所之外，也提供一個良好的植物教育環境，配合解說看板及志工的詳細解說，遊客也能在最短的時間及極少的成本下，認識、體驗大自然。ABSTRACT In present time, we live in a very busy society. People think that leisure time is more important than before in their mind, because people do not work on Saturday and Sunday every week. And people also think that we need more leisure place to relax our body and soul. Taipei Botanical Garden is an ideal downtown location. Tourists can find a place to take a break here, and this is also a place to experience horticultural environment. Tourists can use the lowest cost to know and experience the nature environment by explanation of staff and public plant exhibitions as soon as possible. To find which cost is the highest that tourists want to pay for explanation service in Taipei Botanical Garden that is a goal of this research. We will use this explanation service payment into four ways. These four options are botany protecting, botany teaching, payment of explanation staff and tax of government. And we will separate all tourists into three parts-enjoying leisure, respecting botany, passive enjoying-by their motif. We will discuss the relation between different motifs of tourists and which highest cost they want to pay for service of explanation. We can find the highest cost by tourists who want to enjoy leisure to pay for protecting botany and explanation staff. The passive enjoying tourists pay the lowest cost for each option. Keywords: Interpretive service, Willingness to pay, Motivation 壹、續論 周休二日施行以來，休閒旅遊成為生活的一部份，逐漸轉為家庭成員一起參與的型態，越來越多人願意花時間去規劃旅程，做各式各樣知性、感性的深度體驗之旅，以期真正全家同樂、在另種精神收穫與天地中釋放壓力。近年來，為了因應觀光客對自然生態與文化傳統的消費需求，以及追求新鮮、與眾不同的旅遊方式，再加上近代環境意識抬頭等因素，這個旅遊市場的新趨勢在最近幾年內迅速竄起。園區