| Summary: | 碩士 === 逢甲大學 === 土地管理學系 === 101 === In human evolution the cultural heritage is threatened. It’s improtant to preserve and maintain cultural heritage for each country. This study assessed the value of the rural cultural heritage based on visitors’ point of view, and examineds the influence attitudes and sociodemographic characteristics of visitors on the value of the rural cultural heritage. The study used CVM to assessing cultural heritage value. The result showed that the willingness to pay of rural cultural heritage is NT$1,613,252 in railroad, and the variable “residence”, “cultural contavts and exchanges”, and “cultural inheritance and realize” have a significant on WTP of railroad; and the willingness to pay of rural cultural heritage is NT$1,286,386 in Chien-Nien Craft, and the variable “age”, “employment status of dealers/industrial/agricultural”, “cultural inheritance and realize”,and “cultural planning and preservation” have a significant on WTP of Chien-Nien Craft. Finally, we should strengthen the emotional connection with the cultural heritage and visitors, and through publicity and education to change the visitors of attitudes.
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