生態農業：農業地景生態監測及復育【森林學系柳婉郁教授】

論文篇名 英文：Preferences of Tourists for the Service Quality of Taichung Calligraphy Greenway in Taiwan
中文：台灣綠園道服務品質之遊客偏好分析
期刊名稱 Forests
發表年份,卷數,起迄頁數 2018, 9(8), 462-481
作者 Liu, W. Y.*(柳婉郁) and C. Chuang*
DOI 10.3390/f9080462
中文摘要 本研究探討一系列屬性的偏好，這些屬性描述台灣台中市最著名的綠園道遊憩價值。作為一個城市綠地，綠園道有遊憩屬性和遊客偏好。本研究使用選擇實驗方法確定五個主要屬性偏好，結果指出每位訪客在過去一年中前往9.15次，每次前往花費2.37小時。五種遊憩屬性中，對遊憩活動機會的滿意度得分最高，對文化景觀資源的滿意度得分最低。重要性順序依序是遊憩品質，總遊憩成本，環境景觀資源，文化景觀資源和娛樂活動機會。另外，女性遊客關注成本與活動，但男性遊客更關注服務品質和自然/文化景觀資源。當地遊客關注成本與活動，但非本地遊客更關心環境/文化景觀資源。兩者都關注服務質量。本研究提出改善文化景觀資源和遊憩服務設施品質，提供更加完整的服務，增加遊客意願，另外也應設置不同區域以滿足不同訪客之偏好。
英文摘要 This study explores preferences for a set of attributes that characterize the recreational value of Calligraphy Greenway, the most notable greenbelt in Taichung City, Taiwan. As an urban green space, the Calligraphy Greenway has its own recreational attributes and visitors’preferences. This study uses the choice experiment method to determine visitors’ preference levels for five major attributes to improve the recreational quality. On average, each visitor visited there 9.15 times in the past year and spent 2.37 h per visit. Of the five recreational attributes, satisfaction with recreational activity opportunities had the highest score and satisfaction with cultural landscape resources had the lowest score. The importance is ranked in the order of recreational service quality, total recreational cost, environmental landscape resources, cultural landscape resources and recreational activity opportunities. Considering difference of groups, female visitors were more concerned with cost and activities but male visitors were more concerned with service quality and natural/cultural landscape resources. Local visitors were more concerned with cost and activities but non-local visitors were more concerned with environmental/cultural landscape resources. Both were concerned with service quality. Based on the results, this study makes the following recommendations: cultural landscape resources and quality of recreational services and facilities should be improved and more complete interpretative educational guidance should be provided to increase visitors’ willingness to visit. Additionally, it is suggested to set up various districts to cater for preferences of different visitor groups.