打狗英國領事館官邸的門票票價之探討

A Discussion on the Ticket Price of Former British Consular Residence at Takao

高雄市市定古蹟「打狗英國領事館官邸」的遊客造訪率一直是高雄市其他文化資產之冠，這個古蹟經營的方式經常成為政府與民眾關注的焦點。在2012年7月6日之後，這個古蹟開始收取門票。本研究利用敘述性統計與條件評估法，探討迴歸模型中社會經濟變數與其他保存相關變數，以了解影響遊客對於現況增加票價與提升古蹟經營品質後增加票價之付費意願的相關因素。此外，本研究亦利用迴歸模型的預測，了解現有的四項服務項目對於遊客提升古蹟管理品質之付費意願的影響。
由敘述性統計發現，遊客大部分來自於高雄以外縣市；大部分遊客對參觀古蹟有興趣，且都知道打狗英國領事館官邸是古蹟；入園後停留時間不高過50分鐘；遊客對於參觀後感受歷史文化、體驗休閒娛樂與園區所提供的四種服務滿意度不高。在兩個情況下，遊客均不願意提高門票支付價格的前兩個原因，分別是門票由政府負擔與不會再訪。由迴歸模型中發現，打狗英國領事館官邸維持現況下若增加票價，影響遊客付費意願的變數有參觀後對休閒娛樂滿意度、停留的時間、居住的地點與職業。提升經營品質後若增加票價，影響遊客付費意願的變數有參觀古蹟的興趣、對感受歷史文化的滿意度、對整體參觀環境的評分、對保存古蹟的感知與職業。由迴歸模型所估計的現況與改善後增加票價金額平均值（WTP）發現，若想依照原訂票價銷售門票而不大幅降低遊客入園意願，必須提升經營品質。因此，打狗英國領事館的經營策略應以提升經營品質為主。

The former British Consulate Residence at Takao is a popular cultural heritage site in Kaohsiung City, and the management of this cultural heritage site has garnered the interest of the government and the public. The Kaohsiung City Government has sold tickets to this cultural heritage site since July 6, 2012. We used descriptive statistics and the contingent valuation method to investigate the variables of tourists’ WTP two ticket prices in relation to the current management quality of the site and the management quality following enhancement. We also investigated tourists’ WTP for tickets; currently, the WTP is affected by four types of service in the model.
The descriptive statistic results indicated that most tourists were from outside Kaohsiung City, and they were interested in visiting cultural heritage and knew that the former British consulate residence is a cultural heritage. Furthermore, the satisfaction levels of tourists regarding their experience of the culture, entertainment, and current services while visiting the former British consulate residence were not high, and the tourists typically stayed at the former British consulate residence for less than 50 min. For the two assumptions, the first two reasons that the tourists were not willing to pay higher tickets were the Government should afford it and they would not visit this park. The regression model results indicated that the significant variables affecting the WTP for tickets at the current management quality were Leisatis, Time, City, and Occupa. The regression model results indicated that following enhancement of the management quality, the significant variables affecting the WTP for tickets would be Herintre, Culsatis, Evalu, Import, and Occupa. Enhancing the quality of the current service items did not increase tourists’ WTP for tickets. The regression model results provided estimates regarding the WTP. It reveals that if the Kaohsiung City Government returns to the original ticket price, the quality of the management of the Former British Consulate Residence at Takao should be improved. The Kaohsiung City Government’s strategy should therefore focus on the improvement of the management quality.