陽明山國家公園二子坪生態保育費願付價格研究

A Study of Willingness to Pay (WTP) for Conservation of Natural Resource at Erziping, Yangmingshan National Park

本研究應用條件評估法探討陽明山國家公園二子坪生態遊憩區遊客對生態保育費之願付價格；並進一步探討遊客生活型態與環境態度對生態保育費願付價格的影響。為此，首先分析遊客之生活型態予以分群，並評估遊客的環境態度，分析不同因子對生態保育費願付價格之影響，作為制定生態保育費策略上建議。本研究以二子坪遊憩區作為研究地點並採用問卷調查法，問卷內容包含生活型態量表、新生態典範量表、生態保育費評估與個人社經背景，作為建立受訪者願付價格Tobit實證模型所需資料。根據研究結果顯示，整體受訪者平均願付價格為55.2元，「安居樂業群」之受訪者平均願付價格為54.76元、「身心保健群」為55.73元、而「理性享樂群」為55.07元；在Tobit實證模型中，受訪者之環境態度與願付價格呈現正相關之關係，此外，年齡、平均月收入及居住地區為「北部」者對於願付價格在統計之結果上亦具顯著之影響。而根據不同群組及整體受訪者之平均願付價格評估結果，不同生活型態族群對於願付價格並無顯著差異，本研究建議陽明山國家公園二子坪遊憩區之生態保育費可訂定於50至60元之間。 The main purpose of this research is to explore tourists’ willingness to pay (WTP) for conservation of natural resource at Erziping, Yangmingshan National Park. The tourists were segmented according to their life style, and their environmental attitudes were evaluated. This study employed Contingent Valuation Method (CVM) and constructed a Tobit model. Questionnaire surveyed through the variables of lifestyle segmentation (Activities, Interests and Opinions, AIO), New Ecological Paradigm (NEP), willingness to pay (WTP) and demographics. According result, the average WTP of all respondents is NTD 55.2; average WTP in “segment of living in peace and working happily” is NTD 54.76; average WTP in “segment of health care for body and mind” is NTD 55.73; average WTP in “segment of rational pleasure-seeking” is NTD 55.07. The results show that NEP is positively related to WTP, additionally, age, average income, and residence in northern Taiwan were significantly associated with WTP. In the light of results, the suggested natural resource conservation fee could set between NTD 50 to NTD 60.

The main purpose of this research is to explore tourists’ willingness to pay (WTP) for conservation of natural resource at Erziping, Yangmingshan National Park. The tourists were segmented according to their life style, and their environmental attitudes were evaluated. This study employed Contingent Valuation Method (CVM) and constructed a Tobit model. Questionnaire surveyed through the variables of lifestyle segmentation (Activities, Interests and Opinions, AIO), New Ecological Paradigm (NEP), willingness to pay (WTP) and demographics. According result, the average WTP of all respondents is NTD 55.2; average WTP in “segment of living in peace and working happily” is NTD 54.76; average WTP in “segment of health care for body and mind” is NTD 55.73; average WTP in “segment of rational pleasure-seeking” is NTD 55.07. The results show that NEP is positively related to WTP, additionally, age, average income, and residence in northern Taiwan were significantly associated with WTP. In the light of results, the suggested natural resource conservation fee could set between NTD 50 to NTD 60.