自國道五號通車後，宜蘭遊客數量年年成長，對當地的交通、生態環境及遊客的旅遊品質皆帶來莫大的影響，各種紓解方案應運而生，其中之一即對進入宜蘭地區之車輛徵收進城費。本研究透過條件評估法(CVM)推估遊客對進城費之願付價格，並探討遊客背景與地方依附對其之影響。以成年且造訪過宜蘭的遊客為研究對象，共得到326份有效樣本。研究結果發現：(1)遊客平均願付價格為82.40元，超過五成的遊客認為進城費可減緩國五塞車程度及沿線生態承載量問題。(2)所得、塞車頻率、對宜蘭的地方認同及收費管制措施的認同度愈高的遊客，其願付價格較高。(3)非收費管制措施以現行「尖峰時全線高承載管制」之認同度最高，而收費管制措施則以進城費之認同度最高。(4)依據交通部交通流量推估進城費之年觀光效益約3億元，足可用於改善宜蘭地區交通、觀光及生態環境。 The number of tourists visiting Yilan increases year by year after National Freeway No. 5 completed and has caused effects on local transportation, ecological environment and quality in tourism. Several solutions are proposed and discussed. One of them is to ask the drivers to pay the congestion charge when entering the Yilan area. The Contingent Valuation Method (CVM) has been used to estimate the tourists' willingness to pay (WTP) of the congestion charge then visiting Yilan County and to investigate the influence between tourists' background and place attachment. The study population consisted of 326 adults who had been to Yilan County. The findings revealed that: (1) the mean and the median of WTP for congestion charge is 82.40 NTD and 96.00 NTD, respectively. More than 50% of tourists believe that the traffic jam of National Freeway No. 5 and ecological carrying capacity will be improved by taking the congestion charge. (2) Tourists are willing to pay higher congestion charge including the following categories: (a) the higher income tourists, (b) tourists who are suffering more traffic jams, (c) tourists that have identity to Yilan County and congestion control policy. (3) The ＂high occupancy vehicle restriction for all lanes in rush hours＂ revealed the highest identity among all charging control measures. (4) According to the traffic flow proved by the Ministry of Transportation and Communications, the congestion charge can create approximately 300 million NTD benefit annually, which can be used to improve the transportation, tourism and ecological environment in Yilan County.
