Tourist’s Willingness to pay of Theme Activities in Chih-Nan Nature Education Center

• Main Authors: Yi-Mao Chiu, 邱義貿
• Other Authors: Chun-Hung Lee
• Format: Others
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/y6g5ag

碩士 === 國立東華大學 === 自然資源與環境學系 === 105 === This study aims to use Choice Experiment method (CE) to build the preference function to increase the value of the 4 attributes of Chih-Nan Nature Education Center’s (CNNEC) theme activities, which are experience activity, educational program, numbers of tourists, and payment. This study use Conditional Logit (CL) model to analyze tourists’ average preference of CNNEC’s theme activities and also use the Random Parameter Logit (RPL) and Latent Class Model (LCM) model to test their heterogeneous preferences. The empirical result shows that: (1) Increasing the numbers of experience activities and educational programs from status quo (one per time) to six per time, 30 tourists in one camp (status quo) increase the value for CNNEC’s theme activities. Both CL and RPL show the same result. (2) The estimate result of LCM shows that the different preferences and willingness to pay (WTP) of CNNEC’s theme activities between two groups are based on their heterogeneous socio-economic background