economics economic valuation environmental Mourato 2000 1990 Pearce and 10 Fitzgerald et al 1997 Carman et al1999 Carnegie and Wolnizer 1996, 1997 Mann 1997 International Community of Museums ICOM American Association of Museums AAM 2-2-2 ICOM 2001 1 AAM 2007 2 ICOM 2007 2003 and Intangible Cultural Heritage (Museums and Universal Heritage) Museums 23
2-1 International Council of Museum ICOM 1989 2007 2007 Museums and Universal Heritage 2004 Museums and Intangible Cultural Heritage 2001 Manage Change The Museum Facing Economic Social Challenges 1998 Museums and Cultural Diversity: Ancient Cultures, New Worlds 1995 Museum and Communities 1992 Museums: Re-thinking the Boundaries 1989 Museums: Generators of Culture ICOM 3 ICOM 2-2 (American Association of Museums AAM) 1988 2007 2007 2006 2005 2004 2003 Chicago Boston Indianapolis New Orleans Portland Why Museum Matter? A Centennial of Ideas: Exploring Tomorrow s Museums : A Defining Moment: Museums at the Crossroads Celebrating Innovation, Creating the Future Bridges to the World 24
2002 2001 2000 1999 1998 1997 1996 1995 1994 1993 1992 1991 1990 1989 1988 Dallas Saint Louis Baltimore Cleveland Angeleno Atlanta St. Paul Philadelphia Seattle Baltimore Denver Chicago New Orleans Pittsburgh AAM The Community of Museums: Seeking the Common Good Spirit of Community Museums 2000: Reflection, Vision and Change Reinventing the Museum: Relevance and Renewal Exploring Differences, Finding Connections Competing in the Arena: Creativity and Cooperation Expanding Possibilities: Opening Up-reaching Out Museums Educating for the Future Museums: Response and Responsibility Partnerships: Museums and Communities Vision and Reality Forces of Change Congress of Ideas Crossroads: Museums in the 90s Museums as Bridges to Community Renewal 25
identity The International Urban Development Association INTA 2005 Culture facilities as catalyst for territorial development, international conference Bilbao Metropoli-30 1997 Guggemhem Bilbao effect 2007a Museum News, 2007 September/October 19 80% 65% 2007a 1997 2004 12 4,287 2006 cultural economics Journal of Cultural Economics Museum Management and Curatorship Socio-Economics cultural facilities Journal of cultural heritage 2003 27 2000 26
1985 2005 2006 3 Google 154 1992 1995 2002 1990 200 1996 2005 1998 1990 1991 2000 2003 1998 1994 1996 1990 1995 2003 2003 2002 2004 2003 2004 2004 200 16 1985 1987 2003 2005 value economic goods 27
Throsby 2001 The Wealth of Nations 1776 value in use value in exchange Ricardo surplus value factor input 18 19 natural value absolute value intrinsic value. John Urskin 19 marginalist revolution Jevons Menger Walras 28
well-behaved Thorstein Veblen 19 John Bates Clark John R. Commons (value) ( 2-1) (use values) (non-use values) (total economic values) (Turner et al, 1994 2006) use-value non-use value total economic values 2-1 total economic values 29
(use values) values) (indirect use values) (direct use 1 2 (non-use values) krutilla(1967) 1 option value 2003 2006 Tohmo 2004 2 intergenerational equity 30
3 altruism / Tohmo 2004 Jyväskylä 18 93 subcultures culture group meaning creativity symbolic 31
2003 cultural industry Frankfurt School Theodor Adorno 1947 contextualisations Max Horkheimer Journal of Cultural Economics Journal of Economic Literature 1966 Baumol Bowen Performing Arts The Economic Dilemma input-output model ICOM 32
Di Maggio 1985 Dana 1920 4 Throsby 2003 Throsby 2001 2-2 aesthetic value spiritual value social value historical value symbolic value authenticity value 33
博物館價值 經濟價值 Economic value 社會價值 social value 美學價值 Aesthetic value 精神價值 spiritual value 真實價值 Authenticity value 象徵價值 symbolic value 歷史價值 historical value 經濟學方法 非經濟學方法 非市場調查法市場調查法參訪者調查法專業評鑑法績效評估法 Hofstede and Bond 1988 labor intensive industry Johnson and Lenartowic 1998 Brito and Barros 2005 intertemporal utility 5 1970 Fah 1995 Man 1997 Blackmore et a 1997 Pickering 1997 Snickars 1996 Moore 1994 Doughty 1997 Hebditch 1997 34
Ame 1986 Verg 1989 Horn 1992 Moor 1994 Brimblecomb 1996 McLean 1997 Avrami and Mason 2000 Frey and Busenhart 1996 Perrot 1992 Moore 1994 Baer and Snethlage 1996 2005 Johnson and Thomas 1991a Leigh et al 1992 Mohr and Schmidt 1996 Knell 1997 Avrami and Mason 2000 Cernea 2001 ICOM Evaluation 20 David Throsby 35
civilisation of Quebec City Martin Musee de la benefits Martin total social Mairesse and Eeckaut 2002 free disposal hull econometric method nonparametric method production frontier 6 80 Throsby 2001 mixed goods time- dependent value-added 36
free-rider spillovers externalities multiplier Throsby Throsby set-up cost operating expenses Mairesse and Eeckaut 2002 1920 37
museums visitors evaluation 1980 Lawrence, 1991 1970 AAM quantity quality economic analysis Johnson and Thomas, 1992 1970 Hendon, 1979 1980 Zolberg 1981 managers era performance indicators approach stated preference approach revealed preference 38
2-3 博物館經濟價值評估理稐與方法 公共財 博物館完全價值 優質財 使用者價值 非使用者價值 邊作邊學 文化需求 非市場評價法 直接觀察法 陳述偏好法 stated preference approach 顯示偏好法 revealed preference approach 間接觀察法 策略偏誤 資訊偏誤 起點偏誤 假設偏誤 條件評估法 虛擬市場法 特徵工資法 特徵價格法 旅行成本法 估算使用者價值 估算願付金額 為單一目的旅次 2-3 1 contingent valuation method CVM Ciriacy-Wantrup 1947 Davis 1963 Randall Ives Eastman ( 2006) 39
(simulated market) (interview method) (willingness-to-pay, WTP) (willingness-to-accept, WTA) market contingent Ciriacy-Watrup 1963 Randall (1980) Hanemann (1991) Cameron (1992) Goldstein 1 (bid vehicle) 40
41 2 2-3 2-3 ( ) 1. 2. 3. 4. 5. 6. 1. 2. 3. (bias) 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. ( ) 1. 2. 3. 4. 5. 6. 1. 2. 3. 4. 5. 6.non-response 7. 8. 1. 2. 3. 4. 5. 6. ( ) 1. 2. 3. 4. 5. 6. 7. 8. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 1. 2. mail 3. homogeneous 4. 5. 6.
1. (sponsorship) 2. (inducement to respond) 3. (questionnaire format) 4. (methods of mailing) 5. (cover letter) 6. (type of mailing) 7. (follow up) 2002 A. (personal interview) (interviewer bias) B. (telephone interview) C. (mail interview) A. (a bidding game) (sequential bids) B. (a payment card) C. (open-ended) 42
D. (closed-ended) (dichotomous choice method) Logit 3 WTP WTA (mean) (median) Willing (1976) (WTP ) (WTA) WTP WTA Randall and Stoll (1980) Willing Willing WTP WTA 5% WTP WTA WTP WTA WTP WTA 43
4 (estimating bid curves) Yi i E i i A i i Q i i WTP WTP WTA WTPi WTAi Yi Ei Ai Q i ) Qi WTP WTA Qi WTPi / Qior WTA / Qi 2003 i WTP 5 (aggregating data) A. B., (bias) a. (strategic bias) (free-riding) a (information bias) 44
b (starting point bias) c (hypothetical bias) d (interviewer bias) e (payment-instrument bias) WTA WTP (nonrespondent bias) (sampling bias) 2006 2-4 45
2-4 ( ) (WTP) Martin, F. 7.30USD 1036 1994 (social values) Santagata, W. Napoli Musei Aperti WTP none user / / 468 & Signorello, 4USD G. 2000 WTP user / / 11USD Maddison, D. 400 & Foster, T. 2000 congestion costs) Mazzaniti, M. Galleria Borghese 11.1USD 185 2001 Tohmo, T. 2004 200 22.1USD 800 WTP maintenance / / 41USD WTP visit / / 14USD 2 simulated market method 2-4 46
價格 (P) 虛擬需求函 虛擬供給函數 虛擬價格 數量 (Q) 虛擬數量 2-4 1 travel cost method TCM Hotelling(1947) Clawson 1959 80 1964 J.L.Kentsch Clawson (zonal model) (aggregate model) Brown, et al. (1973) Gum, et al. (1975) (individual model) 2003 7 2-5 47
建立分區 估計分區旅行數 求算 V/POP 或 VPA 估計社經參數與平均 旅行成本及時間 複迴歸分析求需求函數 計算消費者剩餘 2-5. 1990) ( demand) q p Z 1 (Y) (law of max s.t. U Z, q Z pq Y (1) 48
(1) (trip demand function, TDF) q q p, Y (2) (2) 3-3 (socio-economic characteristics) q f X 1, X 2,..., X n, p, Y (3) X..., 1, X 2 X n (socio-economic characteristics) (p) (Y ) CS f X 1, X 2,..., X n, p, Y dp (4) PL f X 1, X 2..., X n, p, Y PH MLE) ( 2005) Cameron(1992) (maximal likelihood estimation, 1 2 49
1 (the choice of dependent variable) (user-days) (user-hours) 2 (multipurpose trip), (frequency) (purposeful visitors) (meanderers) A. 0 1 B. Hanley and Spash(1993) 3 A. B. C. 4 (full cost) (petrol cost) Hanley(1989) 5 50
(input) 24 1976 Cessario 1/2~1/4 6 Brut Brewer(1971) 7 (statistical problems) 2003 A. a., (ordinary least squares) (truncated) (maximum likelihood ) b. (censored) 1 B. (linear) (quadratic) (semi-log) (log-log) R 8 (sensitivity analysis) 51
2 (hedonic price method, HPM) hedonic pricing method (characteristics) (quantities) ( 2004) 1 2 52
3 hedonic wage method 2-5 ( 1996) 2-5 ( ) ( ) ( ) 199 53
Durham Cathedral Powe and Willis 1996 Warkworth Castle 1997 Willis 1994 Morey Chambers 1998 cost-benefit analysis Ste Genevieve Academy Maddison Mourato 1998 Stonehenge Dixon 1998 Fes Medina Petra Wadi Rum Hisforic center of Split Pearce 2000 Surrey History Centre Maddison Foster British Museum 2001 congestion cost Maddison Foster Pollicino Maddison 2001 Lincoln Cathedral 2001 54
2005 2004 Royal Theatre Hassen 1995 7 93 Boxall 1998 Santaga Signorello 2000 Napoli Musei Aperti 29 8 8 1 220 18 Santagata Signorello 1. 2. 3. Kling 2000 Northern Hotel preservation value Tohmo 2004 Jyvaskyl 55
2006 4.38 62 Martin Santagata Signorello Mazzanti Maddison Foster Tohmo 2-6 1. 2. 1 2-6 2 1. 2-6 2. 56
3. 4. 5. 6. 7. 8. ) (willingness-to-pay or willingness-to-accept) ( 9. (revealed preference data) (stated preference data) 57
10. (income compensation approach) (expenditure function approach) 2-6 CVM TCM 2-7 58
2-7 Willis 1994 Martin 1994 Powe Willis 1996 Marey etal 1997 benefits total social Chambers cost-benefit analysis 1998 Ste Genevieve Ste Academy Genevieve Academy Maddison Mourato 1998 Stonehenge Dixon et al. 1998 Fes Medina Centre of Split Historic Petra Wadi Rum 59
Pearce 2000 Surrey History Centre Maddison 2001 Foster British Museum congestion cost Pollicino Maddison 2001 Lincoln Cathedral Lincoln Cathedral 2001 2005 2004 Hansen 1995 Boxall 1998 93 7 Boxall et al. 1998 60
Chambers et al. 1998 - Kling et al. 2000 Northern Hotel Pearce et al. 2000 Santagat Signorello 2000 Napoli Musei Aperti Tohmo 2004 Jyvaskyl 61
Jyvaskyl Mazzanti 2001 2006 62 4.38 Johnson Lenartowic 1998 Hofstedo Bond 1998 Brito Barros 2005 labor intensive industry Mairesse Eeckaat 2002 hull method method 80 free disposal econometric nonparametric production frontier 62
1 Manage Change The Museum Facing Economic Social Challenges 2 Why Museum Matter? 3 2006 2007 4 1971 museum mouseion, (Muses) --, 5 6 7 63