進城費之遊客願付價格與觀光及生態效益之研究──以宜蘭地區為例

The Study on Congestion Charge on Tourists' Willing-To-Pay, Tourism and Ecological Benefits-Use Yilan County as Example

自國道五號通車後，宜蘭遊客數量年年成長，對當地的交通、生態環境及遊客的旅遊品質皆帶來莫大的影響，各種紓解方案應運而生，其中之一即對進入宜蘭地區之車輛徵收進城費。本研究透過條件評估法（CVM）推估遊客對進城費之願付價格，並探討遊客背景與地方依附對其之影響。以成年且造訪過宜蘭的遊客為研究對象，共得到326份有效樣本。研究結果發現：（1）遊客平均願付價格為82.40元，中位數為96.00元，超過五成的遊客認為進城費可減緩國五塞車程度及生態承載量問題。（2）所得、塞車頻率、對宜蘭的地方認同及收費管制措施的認同度愈高的遊客，其願付價格較高。（3）非收費管制措施以現行「尖峰時全線高承載管制」之認同度最高，而收費管制措施則以進城費之認同度最高。（4）依據交通部交通流量推估進城費年經濟效益約3億元，足可用於改善宜蘭地區交通、觀光及生態環境。

It has impacted on the transportation, eco-tourism environment and tourist quality of Yilan County by tourist growing up year by year, since the Hsuehshan Tunnel opened. Various solutions have emerged. One of which is to collect congestion charge for vehicles entering the Yilan County. This study uses the Contingent Valuation Method (CVM) to estimate the willingness-to-pay of congestion charge for tourists entering Yilan County and to explore the effect of tourists' background and place attachment on it. The adult tourists had been to Yilan County selected as subjects for this study. 326 valid questionnaires were collected. The results in this study are as follows: (1) The mean WTP value of congestion charge was 82.40 NTD, the median WTP value was 96.00 NTD, more than 50% of tourists believe that the WTP of congestion charge can slow down the level of traffic congestion in National Freeway 5 and ecological carrying capacity in Yilan County. (2) Income, frequency of traffic congestion, place attachment and the charge control measures affected WTP positively. (3) The identity of ＂high occupancy vehicle restriction for all lanes in peak time＂ was highest in non-charge control measures and the identity of congestion charge was highest in charge control measures. (4) According to the traffic flow of Ministry of Transportation and Communications, the annual tourism benefit of congestion charge is about 300 million NTD, which can be used to improve the transportation, tourism and ecological environment in Yilan County.