艋舺龍山寺遊憩效益與遊客之體驗價值評估之研究

艋舺是臺北市最早開發的地區，而艋舺龍山寺亦是早期開墾至今當地民眾的信仰中心，其歷史文化與建築特色皆深具歷史價值，近年來更成為遊客來臺北必造訪的景點之一，也為臺北市帶來大量的遊客與經濟收益。本研究以條件評估法（CVM）評估遊客對龍山寺景區之體驗價值與環境改善體驗價值的願付價格（WTP），藉以評估遊客之遊憩效益。並探討觀光吸引力與遊客重遊意願之影響。研究以艋舺龍山寺景區之遊客為對象，共回收有效問卷300份，結果顯示：（1）遊客體驗價值的願付價格為38.94元，當改善環境時則願多付16.66元，此佔遊客願付價格之42.79％，顯示本景區環境極待改進空間；（2）推估龍山寺年遊憩效益約1億元，改善環境後達1億5千萬；（3）觀光吸引力對遊客重遊意願有顯著正向預測力，且不同背景遊客在觀光吸引力、重遊意願皆有顯著差異。最後，本研究提出相關改善建議。

Located in Monga, the earliest developed area in Taipei, Longshan Temple has attracted tourists from around the world with its rich historic heritage and characteristic architecture, creating huge economic value with its successful tourism. The present paper examined the recreational benefits for the tourist visiting Longshan Temple scenic area, using contingent valuation method (CVM) to elicit the tourist's willingness to pay (WTP) considering the renovation of this historic site, and to calculate the recreational benefits brought about by the tourist visiting Longshan Temple. It also discussed how such a renovation might affect the tourist's intention to revisit the site as well as its tourist appeal. The paper devised a questionnaire, aiming at the tourist visiting Longshan Temple and nearby tourist attractions. 326 valid questionnaires were collected. Our results showed that (1) the WTP is NT$38.94 for a visitor's experience value, and NT$16.66 for to improve the experience value of the environment, accounting for 42.79% of the first WTP, showing the environment needs to be improved; (2) the annual recreational benefit is estimated to reach about NT$100 million, improve the environment to NT$150 million; (3) the tourist attraction has a significant degree of predictability on the intention to revisit and visitors of different backgrounds exhibits significant difference between the tourist appeal and their intention to revisit the site. We finally made a few suggestions as to some possible improvements to be made based on our findings.