Total Benefits Evaluation of Cutural Resourses on Ami''''''''s Harvest Festival in Hualien City

• Main Authors: hwang ko chia, 黃口珈
• Other Authors: 楊文燦
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/05865365713684632327

碩士 === 逢甲大學 === 土地管理學系 === 90 === The Harvest Festival, as one of the cultural resources, not only belongs to the environmental resources, it is also a part of non-market goods. The tourism opportunities it creates have the characteristics of public goods and non-trading market price as well. Because, the Harvest Festival is the most treasured cultural resources to the Aborigine in Taiwan, how to measure its value by monetary numbers so as to serve as the reference for government to objectively and fairly allocate annual budget to support this festival was the major purpose to conduct this research. The Contingent Valuation method (CVM) was applied to measure the total benefits of the Harvest Festival, including use and non-use value, and the later one was divided into three kinds, including existence value, option value and bequest value. According to the CVM, a virtual market was designed in a questionnaire survey on site to provide randomly selected respondents with several assumptive questions about the value of the Amis’ Harvest Festival. Data were collected by asking those respondents to express their perceived value of the festival in terms of their willingness to pay (WTP) to each question. The payment value card method was used by respondents to express their WTP to each question and a virtual Foundation was set up as the place where the WTP went to. The study results have shown as follows： 1. The average use value for each respondent attending the Amis’ Harvest Festival in Hualien city was 764 NT per year; as to the non-use value, the average existence value was 730 NT per year; the average option value was 732 NT per year; the average bequest value was 730 NT per year; and the average total benefit estimated by those different kinds of value was 2959 NT per year. These amounts of different value could serve as a reference for government to allocate reasonable budget to different festivals. 2. The main motivations for the visitor respondents to participate in the Festival were to preserve Amis’ cultural resources and to experience their traditional living custom. It may indicate that the preservation of the Amis’ cultural resources is a very important issue. 3. The respondents’ socio-economic attributes were not the significant factors to affect their WTP to each value measurement. However, such touring characteristics as past experience and the length of staying in the festival would significantly affect their WTP. As to the most influential reason why visitors were willing to pay to attend the festival was Amis’ traditional music and dance. It may indicate that those who are holding the festival could promote this special attraction in their marketing program. In addition, some suggestions for management and operation of the festival were presented in this research for the reference of relevant agencies.