遊客對創造性復興計畫之非市場效益評價──以南投集集火車站周邊地域為例

The Non-Market Benefits of Cultural Projects for Creative Revitalization from Tourist Perspectives: A Case Study of the Nantou Jiji Station Area

90年代後亞洲都市經歷更多嚴重震災。有別於過去都市再開發的復興方式，活用文化藝術的創造性復興的文化計畫和其非市場效益漸受重視。而觀光是震災復興中的重要產業，但復興型態的改變對觀光型態所產生影響卻尚未被討論。故本研究嘗試以文化經濟學的角度，探討震災復興中文化計畫之非市場效益對震災復興和觀光的價值。本研究以CVM法問卷隨機訪問造訪集集火車站的遊客，以MeanWTP計算總願付價格TWTP（total willingness to pay），得出TWTP為579,343,440元。本研究所提出活用CVM法的評價流程將可以彌補目前對震災地域的文化計畫評價方式的不足，有助政策擬定者可更客觀評價並修正計畫，並思考如何提升計畫對不同屬性遊客所產生的多樣化效益。

Urban Asian cities have experienced a growing number of earthquakes since the 1990s. Distinct from past urban redevelopment approaches to revitalize post-quake regions, cultural projects for creative revitalization involving cultural arts and their non-market benefits have garnered increased attention worldwide. Post-quake revitalization is crucial in regions that thrive on tourism. However, no research focuses on how changes in revitalization methods impact tourism patterns. Thus, adopting a cultural economy perspective and novel tourism concepts, this study explores the non-market benefits of cultural projects for post-quake revitalization and the tourism industry. In addition, it examines how such non-market benefits can be estimated and digitized using a contingent valuation method. Mean willingness to pay was used to determine TWTP (579,343,440 NTD). The proposed process can address deficiencies in existing valuation methods applied to post-quake revitalization. Further, policymakers can adopt the method to objectively evaluate and modify projects and determine ways to enhance the various benefits of a project from a tourism perspective.