英文摘要 |
This study used a choice experiment to build a random utility model. By incorporating views of recreation (activities and experiences), environment (facilities quality), institutions (visitors entry cap control and guided tour system), and economy (guide fund) into the model, this study examined the case of 'Meqmegi', which is the Natural Humanity Ecological Scenic Spot in Taiwan and a representative ecotourism site. The empirical results showed that: (1) Limiting the number of visitors to 400 per day, implementing a guided tour institution, improving the environment quality, increasing experience activities, and lowering the expenses in tour guide fund will increase the entire utility of tourists visiting Meqmegi. Moreover, both conditional logit and random parameter logit models found similar results. (2) The result of latent class model indicated the heterogeneity preference among a variety of tourists' social background, travel experiences, and willingness to pay, which implied market segmentation. |