Using Conjoint Analysis to Estimate Users’ Willingness to Pay for Park and Park Facilities
Date Issued
2008
Date
2008
Author(s)
Cheng, Yi-Hui
Abstract
The purpose of this study was to use conjoint analysis to estimate the users'' WTP for park and park facilities and compare the differences between verbal description and pictorial representation concerning the results of preferences and WTP for the alternatives and attributes. Based on the results of previous articles, four major attributes of urban park including variety of recreational facilities, variety of vegetation, facilities for events and water scenes were selected. The payment vehicle is annually use fee for park. Results indicate that in the verbal questionnaire the users’ WTP for providing more playground facilities and running trail is NT $120, NT $77 for more vegetation, NT $110 for facilities for events, and NT $103 for water scenes in a park. The users’ WTP in the pictorial questionnaire for providing the same facilities are NT $34, NT $23, NT $79 and NT $131 respectively. There is significant difference between verbal and pictorial questionnaire in the WTP for providing more playground facilities and running trail. For both the respondents of verbal and pictorial questionnaire, the most preferred alternative is the park with five recreational facilities, variety of vegetation, water scenes, facilities for musical and cultural events, and NT$100 annual use fee. Their mean WTP for this park are NT$746 and NT$692 respectively. Besides, for both the respondents of verbal and pictorial questionnaire, the least preferred alternative is the parks which provides only three kinds of recreational facilities and less vegetation, supplies water scenes but no facilities for musical and cultural events, and NT$300 annual use fee. Their mean WTP for this park are NT$322 and NT$327 respectively. The results of this study show that there is no significant difference between verbal and pictorial questionnaire in WTP.
Subjects
Pictorial Representation
Verbal Description
Preference
Marginal Rate of Substitution
Urban Park
Willingness to Pay
Type
thesis
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