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E10038
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018
由民眾之經濟效益觀點探討建築類文化資產保存與活化
Conservation and Revitalization of Built Cultural Property on the Viewpoints of the Economic Benefits of the Population
1.林思玲
1.Szu-ling Lin
1.國立屏東教育大學文化創意產業學系
1.Department of Cultural and Creative Industries Management, National Pingtung University of Education
001,002,003,004
1.國立屏東教育大學文化創意產業學系
1.Department of Cultural and Creative Industries Management, National Pingtung University of Education
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2011-08-01
A.14 計畫執行期間(訖):2012-07-31
2012-07-202012-07-26
A.16 收到日期:2013-09-03
2
於調查時間進入打狗英國領事館官邸參觀的遊客(包含國內外遊客)

1
台灣問卷 400 大陸問卷 400

400
001
C.2 聯絡日期:2013-09-03
2
1.國立屏東教育大學文化創意產業學系
1.Department of Cultural and Creative Industries Management, National Pingtung University of Education
1
10年後公開

C.7 資料公開日期:2022-08-01
2
008
1
2
2
2
3
3
001
1.文化資產
2.古蹟
3.再利用
4.經濟評估
5.打狗英國領事館官邸
1.Cultual Property
2.Cultural Heritage
3.Rehabilitation
4.Economic Evaluation
5.Former British Consulate Residence at Takao
「打狗英國領事館官邸」是高雄市重要的市定古蹟,高雄市政府於2009年委託「得月樓股份有限公司」再利用經營。打狗英國領事館官邸遊客的造訪率一直是高雄市其他文化資產之冠,每天都有大量的遊客湧入。在2007年臺灣開放中國遊客觀光後,園區擁擠現象更為嚴重,過度擁擠的遊客成為破壞文化資產價值的危機。有鑑於此,高雄市政府於2012年7月6日開始收取門票,期望能「以價制量」來控制入場參觀的遊客數量。
本研究使用問卷,利用各種問題與條件評估法所設計的兩種假設性問題,假設在現況下與提升經營管理品質後臺灣與中國遊客對於增收門票的意願,再以敘述性統計與probit迴歸模型進行變數分析,探討在目前打狗英國領事館官邸經營管理之下,以收取門票的方式是否能達成高雄市政府「以價制量」的目的。研究結果也會呈現遊客參觀後的滿意度與各種服務消費狀況,另從迴歸模型探討各種解釋變數如何影響遊客的付費意願,以提出票價定價方式與經營管理的建議。
由敘述性統計分析可發現,臺灣遊客對於參觀後感受歷史文化與體驗休閒娛樂滿意度不高,中國遊客對於園區內四種服務:導覽人員導覽、靜態歷史展示、餐飲服務與文化商品販售的滿意度均高於臺灣遊客。再者,中國遊客入園後在餐飲與文化商品的消費金額平均值均高於臺灣遊客。利用迴歸模型分析發現,另中國遊客不論在現況或提升經營管理品質後,增加票價付費意願與所計算出的願付價格平均數均高於臺灣遊客。臺灣遊客在現況經營方式之下願意增加門票金額不大於公告票價(新臺幣50元),因此若打狗英國領事館官邸不改變經營方式恢復原公告票價將會影響臺灣遊客入園意願。高雄市政府若採中國遊客門票差別訂價,可獲取較多販售門票的利潤,但須注意是否會降低臺灣導遊服務利潤而導致中國遊客的流失。打狗英國領事館官邸若加強歷史文化學習功能,舉辦藝文活動,可增加臺灣遊客付費入園意願。再者,若針對最容易被收費制度排擠的高雄市民進行門票差別訂價,可增加高雄市民入園意願。此外,高雄市政府能制定明確的門票盈餘使用政策,將門票收入用於提升園區的經營管理品質,並適當公布門票盈餘利用方式,可提升臺灣遊客對於付費購票的意願與參觀效用。

Former British Consulate Residence at Takao is an important cultural heritage at Kaohsiung City, and Kaohsiung City Government entrusted Dear Moon Incorporated Company to manage it since 2009. Therefore, Former British Consulate Residence at Takao is one of the most popular cultural heritages, and a large number of tourists visit this site every day. The full of crowd situation become more serious after Chinese tourists are allowed to tour in Taiwan. Therefore, Kaohsiung City Government started to sell tickets since 6th July in 2012 to reduce the number of tourists. This study uses questionnaire, and designs two kinds of the hypothetical question by Contingent Valuation Method (CVM) to investigate the willingness of the tourists on raising ticket prices, which assumes under the circumstance of increasing the price of ticket in the present situation and enhancing the quality of management. The purpose of analysis by describing statistic and probit regression model is to investigate if Kaohsiung City Government could achieve the goal of reducing the numbers of tourists by selling tickets. Besides this, the result of the analysis also reveals the satisfaction levels of the tourists on visiting and service to this cultural heritage site. The result also reveals from regression model the correlation between the dependent variable (WTP) and the independent variables. Moreover, the results provide the proper ticket price and suggestion of management for the site.
The results of the describable statistic shows that Taiwanese tourists were not satisfied with historic and cultural atmosphere, as well as leisure and entertaining atmosphere. The satisfaction levels of Chinese tourists on interpretation, historic exhibition, beverages service and cultural produces retail are higher than those of Taiwanese tourists. From the results of regression models, we know that Chinese tourists have higher willingness to pay more fees for tickets (WTP), and their average of WTP is also higher than those of Taiwanese tourists.
The acceptable ticket price for Taiwanese tourists is lower than the original ticket fee (50 NTD) at present. Therefore, the numbers of Taiwanese tourists will decrease under the original ticket fee if Former British Consulate Residence at Takao seeks does not change the managing strategy. Kaohsiung City Government could earn more profit from Chinese tourists by discriminative ticket price. Moreover, Former British Consulate Residence at Takao should enhance the historic educational function and hold some art and cultural activities to attract Taiwanese tourists. Kaohsiung City Government could encourage Kaohsiung citizen to visit the site by discriminative ticket price. Moreover, Kaohsiung City Government should make clear policy to distribute ticket fee profit, which is good for the quality of the site management. In addition, Government should to bulletin the distribution of ticket fee profit, and this will increase Taiwanese tourists’ willingness to pay for ticket and their visiting utility.

D.16 完成檢誤日期:2013-10-03
D.17 預定釋出日期:2022-08-01
D.18 初次釋出日期:0000-00-00
D.19_1 最新版釋出日期:0000-00-00
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1
追蹤清單
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