| 摘要: | 近年來，人們逐漸重視遊憩活動的重要性，對於旅行中的各項開銷，也有不同的想法。在國內的旅遊景點中，「一級古蹟」及「國家公園」皆為人們偏好之遊憩景點。本研究針對近一年內去過一級古蹟及國家公園之遊客，探討其旅遊動機、涉入程度、媒體型態認知效果與願付價格之間的關係，進而了解國人對於古蹟、國家公園門票之願付價格情況。本研究正式問卷總共發放 555份問卷，實際回收 543份問卷，刪除其中重複填答、填答不完整或亂填等問卷後，實得有效問卷 500份，有效回收率為90.2%。經結構方程模型(SEM)驗證研究假說關係，結果顯示：一、人口統計變項對於旅遊動機有顯著差異。二、職業、學歷及個人平均收入對於涉入程度有顯著差異。三、年齡對於媒體型態認知效果有顯著差異。四、職業及個人平均收入對門票願付價格有顯著差異。五、不同旅遊動機的遊客對門票願付價格有部分正向顯著影響。六、不同涉入程度的遊客對門票願付價格沒有直接顯著的影響。七、不同媒體型態認知效果的遊客對門票願付價格沒有直接顯著的影響。 本研究建議政府部門在一級古蹟及國家公園的管理上，可以做一些調整，例如：在一級古蹟的部分，可以結合相關的多元學習活動，讓遊客到此地旅遊時，能有更多知識性的收穫；在國家公園的部分，園區內部需保留適度的自然環境空間，讓遊客有充分的獨處空間與氛圍。如此一來，遊客便能提高對於門票的願付價格，創造政府、民眾雙贏的局面。
In recent years, people have gradually paid attention to the importance of recreational activities, and have different ideas about various expenses in travel.Among the domestic tourist attractions, ＂first-class monuments＂ and ＂national parks＂ are both popular tourist attractions.This study is aimed at tourists who have visited first-class monuments and national parks in the past year, and explored the relationship between their tourism motivation, involvement degree, media type cognitive effect and willingness to pay,then learn about the willingness of the Chinese to pay for the entrance fees of monuments and national parks.A total of 555 questionnaires were distributed in the formal questionnaire of this study, and 543 questionnaires were actually recovered. After deleting the questionnaires with repeated answers, complete answers or complete answers, 500 valid questionnaires were obtained, and the effective recovery was 90.2%.Structural Equation Modeling (SEM) was used to test the hypotheses proposed in the study. The findings are stated as follows: (1)Demographic variables have significant differences in tourism motivation.(2)There are significant differences in occupation, education and average personal income for the degree of involvement .(3)There are significant differences in age for media type cognitive effect.(4)There is a significant difference between the average income of occupations and individuals to the price of tickets.(5)Tourists with different motivations have some significant positive effects on the ticket price.(6)Tourists with different involvement levels have no direct and significant impact on the ticket price.(7)Tourists with different media cognitive effects have no direct and significant impact on ticket prices. This study suggests that the government should make some adjustments in the management of first-class monuments and national parks.For example, in the part of first-class monuments, it can be combined with related multiple learning activities, so that tourists can get more knowledge when they travel here.In the part of the national park, a moderate natural environment space should be reserved inside the park, so that visitors can have sufficient space and atmosphere alone.In this way, tourists will be able to increase their willingness to pay for tickets, creating a win-win situation for the government and the public. |
