隨著經濟成長，觀光業的興起，遊客的大量湧入自然環境，享受大自然帶來的休閒與遊憩功能，然而若不適當管理，將導致自然觀光地區遭到破壞及污染，在經濟發展與環境保護之間如何取得平衡，尤其對於一些特有的風景景觀的保護，在保持自然特色同時創造經濟價值之間，是現今世界各地相當重要的議題。本研究的目的在於了解遊客對於自然景觀保護願意付出的代價，利用願付價格法將自然景觀的價值換算成可量化的價格。本研究以花蓮慕谷慕魚為研究範圍，利用問卷探討遊客對於慕谷慕魚維護的願付門票價格。最後收集了153份有效問卷，研究結果顯示，有七成的民眾願意支付150元以上的門票來維護慕谷慕魚，門票收入最高可達1239萬元。並且問卷的滿意度調查中，得知遊客認為在慕谷慕魚的安全性及交通性上有可改進之處，96%的民眾希望在門票中有一半以上的經費是用來維護慕谷慕魚的生態環境。本研究結果，可當作慕谷慕魚管理單位門票定價之參考，加強慕谷慕魚的生態保護，並藉由門票經費改善慕谷慕魚的安全及交通問題。
As rapid growth in economic and tourism, more people like to access natural spots to enjoy the ecological service functions. However, without adequate management it would cause destruction of environment and bring pollution problems to the nature. It is a very crucial issue that find the balance between natural protection and economic development. Therefore, the aim of this study is to investigate the willing to pay price that visitors want to pay to conserve natural landscape, translating the natural value to quantitative monetary price. The study area is a famous tourism spot, Mukumugi in Hualien. The total of 153 valid questionnaires were collected. The results showed that nearly 70% participants are willing to pay 150 NTD for entrance fee to Mukumugi and the total fee are 1,2390,000 NTD each year. The 96% participants suggested that more than half of entrance fee should be used to maintain the ecological environment of Mukumugi. The results of satisfaction section showed that the security and the traffic of Mukumugi can be improved. The results of the investigation could be a helpful reference for pricing the entrance fee of Mukumugi in the future and the budget should focus on strengthening its ecological function and improving safety and traffic conditions.
