旅遊特徵與旅行成本法──以黑面琵鷺生態展示館與台江國家公園黑面琵鷺賞鳥亭為例

THE ATTRIBUTES OF TRAVEL AND THE TRAVEL COST METHOD–THE CASE OF BLACK-FACED SPOONBILL ECOLOGY EXHIBITION HALL AND THE BIRDWATCHING PAVILION

台南曾文溪口、七股是每年黑面琵鷺遷徙時的必經之地，這邊也是超過五成的黑面琵鷺渡冬地點。在這裡台江國家公園設有黑面琵鷺賞鳥亭，附近則有黑面琵鷺生態展示館。本研究旨在利用問卷調查分析遊客到訪次數及旅行成本，以及其他旅遊特徵，如天氣、景點環境品質或滿意度、此行同遊地點、同遊對象等，來分析是否影響遊客旅遊次數。實證結果發現，兩處場館樣本出發地降雨量與到訪次數均具顯著負相關。與家人親友同事或團體同遊，相對於個人到訪次數均顯著負相關。黑面琵鷺生態展示館的樣本顯示，門票的願付價格與到訪次數呈顯著正相關。旅行成本與到訪次數呈顯著負相關，符合旅行成本法的假設，據此可以估計黑面琵鷺生態展示館的年旅遊價值約為136萬。台江國家公園黑面琵鷺賞鳥亭樣本顯示，台江遊客中心與到訪次數呈顯著正相關，顯示是同遊地點。兩處場館可以根據以上實證結果規劃增加遊客數方案。

The estuary of Zengwen River and Qigu, Tainan, are places where black-faced spoonbills must pass through every year when they migrate, and this is also where more than 50% of black-faced spoonbills spend the winter. There is a black-faced spoonbill bird watching pavilion in Taijiang National Park, and there is a black-faced spoonbill ecological exhibition hall nearby. This study surveys to visitors of these two places for their number of visits and travel costs. The travel cost method was adopted to evaluate the non-market value of tourism. The number of visits were analyzed with other travel attributes, such as weather, satisfaction of spots, places and companion of the same trip, etc. The empirical results show that there is a significant negative correlation between the rainfall at the departure point and the number of visits in both places samples. Traveling with family, friends, colleagues or in a group has a significant negative correlation to the number of visits comparing with traveling individually. The sample of the black-faced spoonbill ecological exhibition hall shows that the willingness-to-pay for tickets is significantly positively correlated with the number of visits. The travel cost is significantly negatively correlated with the number of visits, which is in line with the assumption of the travel cost method. Based on this, it can be estimated that the annual tourism value is about 1.36 million NT dollars. It was found in the sample of the black-faced spoonbill birdwatching pavilion in Taijiang National Park shows that the Taijiang Visitor Center has a significant positive correlation with the number of visits, indicating that it is a place for traveling together. The two venues can plan to increase the number of tourists based on the above empirical results.