消費者對露營休閒設施願付價格之研究

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Title:	消費者對露營休閒設施願付價格之研究
Authors:	范紀朝;Fan,Chi-Chao
Contributors:	產業經濟研究所在職專班
Keywords:	露營;休閒設施;營地偏好;願付價格;camping;leisure facilities;campsite preferences;willingness to pay
Date:	2015-07-22
Issue Date:	2015-09-23 12:23:07 (UTC+8)
Publisher:	國立中央大學
Abstract:	家庭式的露營活動是目前台灣很熱門的戶外遊憩活動，根據中華民國露營協會於2014年的統計，台灣常態性露營人口已接近200萬人，近幾年由於露營裝備種類齊全及專業性，露營活動已從原本單純接近大自然，演變成專業露營的形式，英文中的新詞彙Glamping，正代表這種豪華舒適的露營活動。而營地的選擇，一般民眾會透過露營社團、親友推薦及網路搜尋等管道取得相關訊息，露營者也會因個人社經背景、專業程度及價值觀，對參與露營有不同的起始動機，而產生對營地有不同的偏好，亦會影響對營地的願付意願及願付價格。以OLS與Tobit實證估計結果來看，不同情境下消費者對營地的願付價格，會受到個人社經條件、過去露營行為及對營地的偏好的影響。以情境一為例，條件為「一般且無特殊自然景觀」變換成「高山雲海的自然景觀」。此情境下，最高願付價格為971~973元。情境二的條件為「較簡陋的衛浴、供水偶有不穩」換成了「豪華優質的衛浴且供水正常」。此情境下，消費者最高願付價格為943～944元。情境三的條件為「戶外活動空間不足」換成了「活動空間充足」。此情境下，消費者最高願付價格為942～946元。情境四的條件為「一般無特殊自然景觀」、「硬體設施為較簡陋的衛浴、供水偶有不穩」及「戶外活動空間不足」置換成「有高山雲海的自然景觀」、「豪華優質的衛浴且供水正常」及「營地活動空間充足」，為前面三個情境條件合體。在特徵偏好變數方面來看，結果不顯著。此情境下消費者最高願付價格為1010~1014元。以前三個模型的預估值來看，代表消費者在選擇營地時，營地擁有較特殊的景觀，和營地硬體設施完善及營地有較大的活動空間比較之下，願付價格是最高的。營地經營者在從事商業決策時，需考量設立地點，消費者對有特殊自然景觀的偏好，會給予較高之願付價格。關鍵字：露營、休閒設施、營地偏好、願付價格。;Currently, family camping is a popular outdoor recreation activity in Taiwan. According to the statistics report from Republic of China Camping Association, there is about 2 million population in Taiwan who camp on a regular basis. In recent years, due to various professional camping equipment, camping’s original purpose is simply to be close to nature, which evolved into a form of professional camping. With this evolution, it created a new term , known as “Glamping”, which represents this kind of luxurious camping. For campsite selection, people will search and obtain the relevant information from camping associations, internet and other channels. Campers’ personal socio-economic background, consumer values, and original camping motives will lead campers to have different preferences. In addition, it will also affect consumers the willingness to pay for the campsite. Through OLS/Tobit model empirical results, the willingness to pay for the different campsite situations is related to individual socio-economic conditions, the preference and the effects of past camper behaviors. In Scenario 1, the original campsite condition "general and non-specific nature landscape" replaced to "nature landscape with mountains and clouds." Under this scenario, the consumer’s highest willingness to pay was NT$ 971 ~ 973. In Scenario 2, the original campsite condition "more primitive bathroom, water occasionally unstable" replaced to the "luxury bathroom and normal water supply." Under this scenario, the consumer’s highest willingness to pay was NT$943~944. In Scenario 3, the original campsite condition "insufficient space for outdoor activities" replaced to "adequate space." Under this scenario, the consumer’s highest willingness to pay was NT$942 ~ 946. In Scenario 4, the original campsite condition "general and non-specific nature landscape", campsite to replaced to "more primitive bathroom, water occasionally unstable " and "insufficient space for outdoor activities" replaced by "nature landscape with mountains and clouds" and "luxury bathroom and normal water supply" and " adequate space". For the first three scenarios, the preference variables are not significant. Under this scenario, the consumer’s highest willingness to pay was NT$1010 ~ 1014. According to the estimated value of the three models, on behalf of consumers in campsite selection, the consumer is willing to pay a higher price for the campsite with more special nature landscapes, compared with campsites with hardware facilities and campsites that have greater space. For conducting any business decision, the owner of the campsite need to consider the site position before establishment, because consumers have special preference for the natural landscape, and give higher willingness to pay. Keywords: camping, leisure facilities, campsite preferences, willingness to pay.
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