Nonmarket Value of Taiwan Pavilion Expo in Hsinchu City — the Application of Contingent Valuation Method

• Main Authors: Pei-Chi Chen, 陳佩琪
• Other Authors: Ya-Wen Chiueh
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/91535914628733695146

碩士 === 國立新竹教育大學 === 社會學習領域教學碩士班 === 101 === To developing tourism industries and enhancing international visibility and competitiveness of the city, the Hsinchu City Government bid on Taiwan pavilion shown at Expo 2010 Shanghai and won with a bid of NT$458.88 million.The expection of the building was to impoving economic benefits for Hsinchu City. The benefits brought by the development of tourism cannot be quantified and have to be evaluated by nonmarket valuation method. A Contingent Valuation Method(CVM) was used to estimate respondents’ willingness to pay(WTP) and thus evaluates the benefits of Taiwan Pavilion Expo in Hsinchu City and also analyzes the factors that affect the WTP. This study investigates the economic value of Hsinchu City Taiwan Pavilion, including the use value and non-use value. The use value includes recreational function, cultural and educational function, architectural aesthetics, and landscape pleasures. The non-use value includes the option value, existence value, and bequest value. Taiwan Pavilion has the functions of building the city’s reputation, becoming a spiritual icon, obtaining the residents’ recognition, and providing civic pride. These are the benefits brought by the non-use value of Taiwan Pavilion. This study first created a hypothetical scenario. With virtual management funds subsidized by the public, the study used the payment card method to induce people to pay and inquired the prices that the respondents are willing to pay. We formulated the WTP function by using respondents’ WTP as the dependent variable and the factors that affect the WTP as the independent variables. This study used the software LIMDEP 9.0 to process the evaluation of multiple regression model and found that the average price that Hsinchu City residents’ WTP is NT$367.702 per year. The factors that affect the willingness to pay are: the degree to which civic pride is recognized, the degree to which the bequest value is recognized, the number of visits, the expected number of visits in the coming year, the educational level, whether visitors are professionals, and whether residents with children under 14 years old. The relocating of Taiwan Pavilion in Hsinchu City is to promote tourism and create an international tourist attraction, hoping to attract more tourists to Hsinchu City for recreational activities. We suggest that Hsinchu City Government should market and publicize Hsinchu City and Taiwan Pavilion, and should well plan and enrich the content of Taiwan Pavilion to highlight Taiwan Pavilion’s uniqueness and representativeness.