1. Presenter: Jenny Yin-Chen Chen Advisors: Dr. Yen-Hsi Lee Dr. Tzong-Shyuan Chen December 24, 2009

2. Contents I. Introduction II. Literature Review III. Methodology IV. Suggestions

3. Introduction Research Background Lukang Statements of Problem Purposes of Research

10. Lukang

11. Lukang

12. Lukang Primary historic heritage 1 Tertiary heritage sites 6 Valuable heritage sites 7 Designated Heritage Sites in Lukang

17. Literature Review Interpretative Service Contingent Valuation Method Determinants of WTP Double-Hurdle Model

22. Importance of Personal Interpretative Service diverse audience needs more interaction entertaining and memorable notice problems

30. Methodology Data Collection Instrument Estimation Methods Data Analysis

32. Data Collection Participants tourists who have visited Lukang (on-site) Questionnaire 410 copies Time 5 minutes Sampling convenience sampling Elicitation approach open-ended

35. Estimation Methods ordinary least square (OLS) regression biased and inconsistent estimates of the parameters

36. Estimation Methods Double-hurdle model Cragg (1971) considers the possibility of zero outcomes in the second hurdle two stages of estimation two sets of variables Tobit model Tobin (1958) all zero observations are interpreted as corner solutions treats the decisions jointly same set of variables Heckman’s sample selection model Heckman (1979) there will be no zero observations in the second stage once the first stage selection is passed two stages of estimation two sets of variables

37. Data Analysis