風景區遊憩偏好與需求之研究

This study developed a conjoint
model to examine public preferences for
recreation sites and to compare relate
importance of site attributes which may
influence their site choice behavior.
Eighteen combinations of five site attributes
were simulated. The respondents were asked
to give a preference score or preference
ranking to every alternative of these
recreation sites. The conjoint choice model
was estimated for the preference score and
preference ranking data. It showed that the
alternative ranking derived from mean
preference scores and median of preference
ranking was highly correlated. The relative
importance of site attributes was similar in
both estimated models. The most important
attribute determined site choice behavior
was the quality of recreation facilities and
services, followed by natural recreation
resources, cost of the trip, and cultural
recreation resources. The opportunity for
engaging in water-based or land-based
recreation activities was the least important
attribute.