節慶活動遊客擁擠知覺降低之經濟效益評估

Measuring Economic Benefits from Festival Visitor’s Crowding Perceived Reduction

本研究利用合併顯示性與敘述性偏好建立節慶活動遊憩需求模型，進一步建構增加「活動場地空間」、「停車位」與「接駁車」等假設情境，以Panel Poisson 需求模型分析節慶活動遊憩需求的相關因素及估算前述方案下的遊憩需求的價格彈性、交叉彈性及所得彈性；檢定擁擠知覺降低的遊憩需求是否產生結構性的變化，並估計不同擁擠知覺改善方案下的遊憩效益。研究結果發現：（1）合併顯示性與敘述性偏好的方法來降低節慶活動遊客的擁擠知覺，無論是增加「活動場地空間」或在其他方案，節慶活動遊憩需求結構皆會顯著的改變；（2）節慶活動遊客擁擠知覺的降低在前述各項方案的實施下，遊客前往節慶活動的遊憩需求將越不具有價格彈性，替代節慶活動對遊客將越不具有吸引力，所得對遊憩需求的影響將逐漸降低；（3）節慶活動遊客擁擠知覺降低所提升遊憩效益的效果以增加「活動場地空間」的方案最高，其次則為「停車位」與「接駁車」等政策方案。

This study propose a combined revealed preference (RP) and statedpreference (SP) behavior estimation to measure recreation benefits ofcrowding perceived reduction, the hypothetical programs enhancing oneof (1) activity area, (2) shuttle bus, or (3) parking lot, and use thecombined RP and SP trips to build a festival panel recreation demandmodel. The empirical results of this study were threefold. First, thepotential structural changes in festival recreation demand owing to thevisitor’s crowding perceived reduction in all programs. Second, with thecrowding perceived reduction, the recreation demand is more priceinelastic, the alternative festival becomes a less attractive substitute, andthe recreation demand is more income inelastic. Third, the recreationbenefits in increasing the theme of “activity area” are higher than othercrowding perceived reduction programs in festival.