社頂自然公園生態導覽解說之價格制訂──考慮校正樣本選擇偏誤之區間迴歸分析法

Assessing the Price of Ecological Interpretation in Sheding Natural Park: Using Interval Regression Analysis with Selection Bias Adjustment

本研究考慮在校正樣本選擇偏誤的情況下，以條件評估法分析社頂自然公園遊客對生態導覽解說服務的願付價格及其相關因素。結果顯示遊客對於導覽解說願付價格為每人105.24元。本研究結果指出，當遊客之同行孩童數量較多、過去所學為森林/生態/環境/自然資源等相關領域、導覽滿意度較高、以及性別為女性之遊客，對於導覽解說之願付價格相對較高。而同行人數較多之旅客，以及居住在中國之旅客，對於導覽解說的願付價格則相對較低。本研究建議未來生態導覽解說服務開始收費，則該國家公園管理處可提供多元之導覽解說服務內容，與在地文化作結合，以及強化導覽解說內容的說明，來提高社頂自然公園導覽解說的願付價格。

This study corrected for sample selection bias and conducted Contingent Valuation Method (CVM) to analyze Sheding Nature Park visitors’ willingness to pay (WTP) for the eco-guided interpretation service and its related factors. The results showed that tourists are willing to pay NTD 105.24 per person for the guided interpretation. On average, tourists who have more children companions in need of care, have a background in forest/ecology/environment/ natural resources and related fields, are more satisfied with the tour, and are female have higher WTP for the guided interpretation. By contrast, tourists with more companions or who are living in China have lower WTP for the guided interpretation. This study suggests that if the Kenting National Park Management Office starts to charge for the eco-guided interpretation service, it would need to provide a variety of contents. Moreover, the local culture, along with the guided interpretation, needs to be integrated to increase the WTP for the guided tour of Sheding Nature Park.