自然資源是有價的，但如何將自然資源的價值轉化成價格並不容易。台灣有非常好的自然景觀與生態環境，但多數並不收取門票，經營管理由公部門負擔。本研究目的在欲瞭解民眾對雪霸國家公園以及其最主要特色之櫻花鉤吻鮭的維護與復育，願意負擔的價格。以問卷方式進行兩個部分-雪霸國家公園以及櫻花鉤吻鮭，民眾願意支付的價格（願付價格）。本研究回收有效問卷共83份。問卷內容將影響願付費用因素分為三大部分：個人的特性與經驗、遊憩吸引力、時間成本，進行探討。研究結果顯示有七成的民眾願意支付100元以上的金額來維護雪霸國家公園，以100元作為雪霸國家公園門票之願付費用的總收益最高，金額約為8700萬元；而150元之願付價格則次之，總收益約為8400萬元。另外，有六成的民眾願意支付65元以上的金額來復育櫻花鉤吻鮭，預估約有4500萬元的復育經費。
Natural resources are valuable; however, it is difficult to transform the value to quantitative monetary price. There are very outstanding natural landscapes and ecological environment in Taiwan. People can easily enjoy them without entrance fee and the management responsibility belongs to governments. This study is to investigate the willingness to pay (WTP) price to Shei-Pa national park and the price people will to pay for Oncorhynchus masou formnosanus conservation. We designed a questionnaire which including personal experiences, recreational attractions, and time cost, and 83 questionnaires were finally collected. The results showed that 70% participants are will to pay more than 100 NTD as the entrance fee for the Shei-Pa national park. The maximum total fee is 87 million NTD when the entrance fee is 100 NTD. If the entrance fee is 150 NTD, the total fee is 84 million NTD. Regarding to the WTP for national fish conservation, Oncorhynchus masou formosanus, 60% participants are will to pay more than 65 NTD, and the total fee could be up to 45 million NTD.
