| Summary: | 碩士 === 國立東華大學 === 藝術創意產業學系 === 99 === The preservation and management of cultural heritage have attracted significant attention from the general public and further produced increasing demand for tourism. In light of that, the economic evaluation of both cultural goods and services has been seriously taken by all circles in consideration of a variety of circumstances including human resources, time, and capital. Both cultural goods and services present the characteristic of public goods and benefit public welfare, hence cultural heritage organizations and sites often receive financial subsidies or tax reduction from public sectors for their development.
Due to the frequent need of public participation in management-related matters, such as research, preservation, restoration, exhibition, public access, etc., as far as cultural heritage is concerned, this study adopts the method of Choice Modeling to conduct case evaluation upon “Fort San Domingo and Surrounding Historical Buildings, Danshuei” and “Beinan Site and Mt. Dulan” to further examine the public’s preferred scenarios as well as economic interest in terms of cultural heritage. The findings of this study are stated below:
1.The model fitness of both cultural heritage sites is satisfactory, and able to explain the relevance between variables.
2.The major factors affecting the utilization of “Fort San Domingo and Surrounding Historical Buildings, Danshuei” are tour-guide facilities, explaining systems, number of tourists, degree of public access, and the remodeling project of Chung-Cheng Market. The major factors affecting the utilization of “Beinan Site and Mt. Dulan” are excavation and research, preservation of original sites, plans for exhibition, and number of tourists.
3.The Willingness-to-Pay (WTP) attributes of “Fort San Domingo and Surrounding Historical Buildings, Danshuei” in descending order are: introducing PDA or cell-phone audio-visual tour-guide services, increasing the sites with public access to 27, increasing the sites with public access to 20, implementing the remodeling project of Chung-Cheng Market, and boosting the number of tourists. The WTP attributes of “Beinan Site and Mt. Dulan”, also in descending order, are: continuing the site excavation and research, implementing the site-preserving and displaying projects, and boosting the number of tourists.
The primary contribution of this study is the clarification upon the significance of the multi-attribute evaluation model. The results of this study will help related organizations and/or sectors with the establishment of strategies for preservation, maintenance, operation, and management.
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