| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 96 === There’re so many merchants in the travel markets who work very hard to maximize their profits by creating special travel package products which are differential. However, do these products get consumers’ identification? Do consumers accept the prices? This research choose “traveling with pet” (travel places with one’s pets) from special package travel products as study target using “Contingent Valuation Method” (CVM) to discuss consumers’ “willingness to pay” (WTP) for special package travel products, and the factors which consumers put emphasis on. The process of research firstly combine qualification and quantification methods to develop quantity scales such as “breeder’s attitude of breeding pets” and “factors which differentiate pet travel products” ,using these scales to gather information and conclude what makes difference for pets travel products after analyzing statistics. Immediately we provide a fictitious travel products by using these factors that are confirmed to make difference to interviewing testers and obtain testers’ maximum WTP. Through statistical analysis, we can understand breeders’ basic quality, attitudes of breeding pets, and we get to understand the emphasis of products differences from consumers’ buying willingness and willingness to pay.
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