遊客對於生態旅遊之願付價格與環境態度之探討－－以墾丁社頂部落為例

Willingness to pay and environmental attitudes of visitors after experiencing ecotourism in Shirding community, Kenting

為促進保育與產業發展，生態旅遊已成為全世界觀光發展的趨勢。生態旅遊被認為具備環境教育之功能，因此本研究以墾丁國家公園發展生態旅遊最悠久，也最成功的社頂部落作為研究地點，探討在遊客參加生態旅遊後，對於當地的環境態度與環境行為之願付價格差異。結果顯示，參加生態旅遊遊程後間接使用價格、存在價格、選擇價格與遺贈價格皆有顯著增加。間接使用價格平均增加104.17元，存在價格平均增加103.47元，選擇價格平均增加115.10元，遺贈價格則平均增加 110.94元，顯示生態旅遊確實有助於遊客發展正向環境行為之功能。透過遊客人口變數資料分析發現，未婚的生態旅遊遊客，比已婚的遊客願意付出更高的評價金額來提升自身的遊憩體驗。本研究透過因素分析將環境態度的調查結果，分成「態度性」及「責任性」兩個構面。態度性對於間接使用價格、存在價格與選擇價格的評價差異量有正相關之關係，責任性則沒有顯著影響評價差異量。 To promote conservation and economic development, ecotourism has become the trend of the global tourism development. Ecotourism is considered to have the function of environmental education. A successful ecotourism community is selected, Shirding Community in Kenting National Park, as a research site. We explored the tourists' environmental attitudes and environmental behaviors after they had finished their ecotourism. The results show that after the visitors took part in an ecotourism, the indirect use value, existence value, selecting value, and bequest value have significantly increased. Ecotourism has added NT$104.17 to the average indirect use value, NT$103.47 to the average existence value, NT$115.10 to the average selecting value, and NT$ 110.94 to the average bequest value. It shows that ecotourism can help visitors develop positive environmental behaviors. Through the analysis of demographic variables, we found that unmarried tourists are more willing to pay higher prices for enhancing their recreation experiences than married tourists. We further distinguished environmental attitudes into the “attitudinal” aspect and the aspect of “responsibility” via factor analysis. The study finds that the scores in the attitudinal aspect are positively correlated with the increased indirect use value, existence value and option value; however, there is no significant correlation between the scores in the aspect of responsibility and willingness to pay.