Proposal Defense Oral Presentation
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Transcript of Proposal Defense Oral Presentation
Research Background
Lukang
Statements of Problem
Purposes of Research
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Nearly 91% of the citizens traveled at least once
domestically in 2007, and the average number of
trips per person was 5.57.
(R.O.C. Tourism Bureau, 2008)
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The percentage of Taiwanese citizens who
preferred visiting cultural and historical sites as a
cultural experiencing activity was increasing.
(R.O.C. Tourism Bureau, 2008)
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Distinct benefits of historical tourism include the
potential of a clean industry and a valuable
source of income and employment.
(Orbasli, 2000)
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Interpretation allows visitors to generate a better
understanding of the history and significance of
events, people, and objects with which the site is
associated.
(Alderson & Low, 1996)
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Interpretation is one of the key factors to a
sustainable tourism.
(Harris, Griffin, & Williams, 2002)
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Primary historic heritage 1
Tertiary heritage sites 6
Valuable heritage sites 7
Designated Heritage Sites in Lukang
Only few of the past studies have examined the
need for interpretative services and the value of
these services to visitors in heritage sites.
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By probing the visiting patterns and the
perceptions of the tourists, more could be
considered to increase satisfaction of the
tourists, and may further increase
revisitation.
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to use the contingent valuation method (CVM)
to estimate the willingness-to-pay (WTP) of the
tourists for interpretative service in Lukang,
and to analyze the WTP determinants
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To determine:
1. the perceptions of tourists on interpretative service in Lukang
2. the tourists’ willingness-to-pay for interpretative service in Lukang
3. the WTP value for interpretative service in Lukang
4. the WTP determinants
5. implications and suggestions15
Interpretation is an educational activity which
aims to reveal meanings and relationships to
people about the places they visit and the things
they see, which in turn improves the quality of
visitor experience.
(Tilden, 1977)
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The goal of interpretation is to increase visitor
awareness, promote learning, appreciation and
understanding of places so that tourists develop
empathy towards heritage, conservation, culture
and landscape.
(Stewart, Hayward, & Devlin, 1998)
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Interpretation services benefit both the heritage
sites and tourists and draw public support by
enhancing visitors’ experiences and educating
visitors in appropriate behaviors to conserve the
historical sites.
(Hall & McArthur, 1993)
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Personal Interpretative Service
diverse audience
needs
more interaction
entertaining and
memorable
notice problems
The contingent valuation method (CVM) is a
standard approach to measuring economic
values of non-market goods, such as recreation
resources, wildlife, and environmental quality
goods.
(Hanemann, 1994; Lee & Han, 2002) 22
Elicitation techniques:
bidding game approach
payment card approach
dichotomous choice approach (DC)
open-ended elicitation technique
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bidding game approach
Yes Yes Yes No
market-like high cost and time-consuming starting–point bias
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$100
$200
$300
$400
payment card approach
reduces starting-point bias may not reflect true value order bias
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$ 1 0 0 $ 2 0 0 $ 3 0 0 $ 4 0 0
dichotomous choice approach (DC)
easy to answer starting-point bias ‘yea-saying’ problem
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$ 300Yes
No
open-ended elicitation technique If……, how much are you willing to
pay for _______?
reduces starting-point bias convenient/less time-
consuming reflect true value non-response
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Possible biases:
starting-point bias
sequencing effect
information effect
hypothetical bias
strategic bias
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Research Procedures
Instrument
Data Collection
Data Analysis
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Designing questionnaire
Conducting formal study
Analyzing data
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Revising the questionnaire
Collecting Data
questionnaire survey
Part 1 Personal Interpretative Services
Part 2 Lukang Traveling Experiences
Part 3Willingness-to-Pay for Personal Interpretative Service in Lukang
Part 4 Personal Information
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ParticipantsTourists who have visited Lukang (on-site)
Questionnaires 500 copies
Time 10 minutes
Duration 2 months
Elicitation approach
Open-ended
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Box-Cox double-hurdle model
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Yes NoInterpretati
ve perceptions
Lukang traveling
experience Socio-economic
status
Interpretative
perceptions
Lukang traveling
experience Socio-economic
status
Box-Cox double-hurdle model
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Level of WTP (price)
Interpretative
perceptions
Lukang traveling
experience
Socio-economic
status
Decision to participate in the market (D)
(1)
D* : participation variable
Z : vector of characteristics
α : vector of parameters
u : error term
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The level of participation (Y)
(2)
Yi : answer to the open-ended valuation question
X : vector of individual’s characteristics β : vector of parameters Vi : error term
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Di* = α + β1SEX + β2INC + β3FRE + β4IMP + Vi
D* : participation variable
α, β1, β2, …., β4 : coefficients
Vi : error term
SEX: gender
INC: income
FRE: number of previous visits to Lukang
IMP: importance of interpretation
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Thank you for your attention!
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