以台湾具有代表性的太鲁阁“国家公园”为研究范围,利用因素分析萃取游客的生态旅游认知态度因素,通过集群分析区隔出“国家公园”生态旅游市场,进一步应用双边界二分式条件评估法,估算生态旅游资源的各项非使用价值,并探讨不同生态旅游认知态度群体在各项非使用价值上的差异.结果显示:①问卷设计中的17个原始变量可以转换成四大独立因素,其中,“维系自然与文化资源”是游客最重视的；②三大生态旅游认知态度群体表现出显著的国家公园生态旅游市场区隔；③在两次报价的选择中,游客对4种类型的非使用价值具有普遍的认可；④具有环保背景的游客普遍愿意为各项非使用价值支付更多的金额,男性更偏好于遗赠价值,高收入的人更偏好于选择价值；⑤游客支付意愿最高的是遗赠价值,其次为利他价值或存在价值,最后为选择价值；⑥不同生态旅游认知态度的群体中,支付意愿金额最高的是“多元重视群”,其次为“降低冲击群”、“关注薄弱群”.%The research is based on Taroko National Park-the typical park in Taiwan. Using the factor analysis, the paper extracts ecotourism attitude factors. By the cluster analysis, the paper obtains ecotourism market segmentation. Further, through double bounded dichotomous choice model of the contingent valuation method, the paper estimates non-use values of ecotourism resources and explore the difference of non-use values among the groups whose ecotourism attitudes are different. The results showed that, 17 original factors designed for questionnaire could convert into 4 different independent factors, with the Nature and Culture Resources Maintenance as the most important factor by tourists; 3 groups whose ecotourism attitudes were different had obvious market segmentation; During the double quotes, tourists showed the same recognition on the 4 types of non-use values; Tourists with conservation backgrounds tended to pay more for the general non-use values, men were willing to pay more for Bequest value, while tourists with high income willing to pay more for Optional Value; The WTP of tourists was highest for Bequest Value, then for Altruistic Value or Existence Value and the last for Option Value; The WTP of the group of paying everything attention was highest, then the group of worrying tourism impact on nature, and lowest in the group of attention weak.
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