| Summary: | 碩士 === 長榮大學 === 企業管理學系碩士班 === 101 === The purpose of rural regeneration plan is for sustainable development in rural villages. Previous research indicates the benefits of rural regeneration, which includes the improvement of local infrastructure and local ecosystem, strengthening coherence between residents and attracting tourism. However, it cannot keep a balance between environmental preservation and economic development because tourists lack the cognition of maintenance. Hence, to understand the differentiation of willingness to pay (WTP) in each group and evaluate the maintained valued and recreation valued of rural regeneration helps relative unions recognize the benefits of rural regeneration.
The tourists in Wu mi le community, which is located in Tainan, were chosen as the research sample. This study applied factor analysis (FA) to extract the cognitive factors of rural regeneration (i.e. environmental preservation, cultural asset, and economic value) as well as cluster analysis (CA) to classify different groups. Furthermore, the diffusion of variances between socio-economy and travelling experience between groups by cross analysisare discussed. Finally, this study adopted double-bounded dichotomy choice to build a valid model of rural regeneration functions, evaluating the WTP of recreation value and maintained value.The findings revealed (1) environmental preservation is the prior consideration to visit the community of rural regeneration, and the followings are cultural asset and economic value; (2) multi-existence is more contributive thanvalue recreationunder the cluster analysis and cross analysis; (3) the results of evaluating maintained value are consistent with the results of evaluating recreation value, but there is an insignificant relationship on travelling times and staying period; (4) the WTP of recreation value is NTD 153 and maintained value is NTD 177 per year. Those findings can be a suggesting guild-line in developing the Wu mi le community.
Keywords: rural regeneration, willingness to pay (WTP), recreation value, maintained value
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