國家公園遊憩景點之訂價模型

Pricing Model of Recreational Sites in National Parks

國家公園屬於「俱樂部財貨」特性，有別於一般商品追求最大利潤的單純目標。本研究以目標訂價為主軸，福利效應為評估，建構出「非營利目標訂價」及「雙重目標訂價」兩大訂價模型。模型的設立首先考量的是遊客效用函數，藉由擁擠效應中的訂價，以維護品質，增加遊客效用。再者，在效用極大化下，導出市場供需函數。此外，本研究亦考量國家公園管理總成本，分有固定成本，以及為提高遊憩品質的變動成本。模型分析求得，非營利目標與雙重目標下最適遊客人數與價格，進而探討其福利效應。

National parks are attributed to club goods, which differ to normal goods simply aiming to maximize profit. Based on the target pricing and the assessment of welfare effect, this study develops two types of pricing, non-profit target pricing and dual targets pricing. We firstly study the utility function of tourists to set up the model, by pricing under congestion effect in order to maintain the tourism quality and raise tourist utility. Then, the market supply and demand function is made under the maximum utility. Moreover, the study considers the total cost of national park management, including fixed costs and variable costs in increasing quality. The analysis draw out the optimum quantity of tourists and price for non-profit target pricing and dual targets pricing, and furthermore their welfare effects are discussed.