A Study of Perceived Value and Visit demand in Cultural Heritage- A Case of Dalongdong Baoan Temple

• Main Authors: Chang, Shueh-I, 張學宜
• Other Authors: Chun-Hung Lee
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/14419979656964716940

碩士 === 亞洲大學 === 國際企業學系碩士班 === 96 === The issue relevant between culture and natural heritage protection is noticed by countries among international, since The United Nations Educational, Scientific and Culture Organization established. The key of cultural heritage preservation is to deeply enhance the public cognition and to develop the correct public behavior regarding the cultural heritage preservation and the livelihood. In this research, we targeted on Taiwanese Dalongdoug Baoan temple, the culture heritage medal from The United Nations Educational, Scientific and Cultural Organization. This study also applied travel cost method to estimate the On-Site Poisson tourism demand function, and investigated the relationships between perceived value clusters and visit demand. And then, this investigation is measured the consumer surplus (CS) by perceived value clusters from the Dalongdong Baoan Temple. There are five research conclusions in this investigation. First of all, the factors of perceived value by Dalongdong Baoan Temple’s visitors caused from Mind Adscription、Express Service、Literary Art Enlightenment、Heritage Maintenance and Region Development. Second, “Multi-Purpose Perceived” is the major group of market segmentation. Third, the different cluster and type of visitors are not the influence on Culture Heritage of perceived value、relationship quality and behavior intention. Fourth, if the “Service Perceived” visitors’ perceived value is higher, the frequency of visits will be increasing. Last but not the least, the consumer surplus (CS) value of “Literary Art and Emotion” visitors is higher than other perceived value visitant.