旅遊套票已經是遊客在規劃旅遊行程時，第一項搜尋與購買的商品。隨著體驗經濟時代的來臨，體驗旅遊也逐漸盛行。旅遊套票在台灣主要是以交通或觀光景點為主，甚少將體驗活動納入套票出售。若將交通或觀光納入體驗活動，再定價出售，是否可以獲得正面的效果，為本研究欲探索的主旨。
本研究以高雄市為範圍，將一般景點旅遊套票搭配體驗活動，將此產品命名為高雄體驗套票（Kaohsiung Experience Pass, KEP），分析遊客對此產品的購買意願與願付價格。在探討購買意願部分，本研究以知覺風險、體驗品質、知覺價值與滿意度為構面，透過結構方程模型進行分析。根據結果得知，知覺風險負面顯著影響體驗品質與購買意願，體驗品質則正面顯著影響知覺價值與滿意度。此外，知覺價值也正面顯著影響滿意度。最後，知覺價值與滿意度皆正面顯著影響購買意願。在探討願付價格部分，本研究以條件評估法進行分析。根據結果得知，知覺風險、知覺價值、滿意度、購買意願、購買動機和三項社經變數（居住、教育水準與收入）與遊客的願付價格顯著相關。此外，願付價格的估計為新台幣2130.336元，遠高於本研究定價約33.1％。最後，根據結果進行討論，並提供相關單位建議。

A city pass is one of the first tourist products purchased by a visitor at a destination. With the advent of the experience economy era, experiential tourism has finally become a global trend. In Taiwan, city passes are mostly based on transportation or a single attraction since experiential tourism is also in its early stage. If a combination of two products is sold as a bundle pricing incentive, it seems that some positive effects can be achieved. The purpose of this study is to explore the willingness of visitors to purchase a Kaohsiung Experience Pass (KEP), which is the usual city pass with experiential activities.
In discussing purchase intention, we use perceived risk, perceived value, satisfaction, and experience quality as factors by which understand their direct and indirect impacts on purchase intention and analyze them using Structural Equation Modeling (SEM). The results show that perceived risk has a significant, though negative effect on experience quality and purchase intention, while experience quality has a significant and positive effect on perceived value and satisfaction. In addition, perceived value also has a significant and positive effect on satisfaction. Finally, perceived value and satisfaction both are found to have significant, positive effects on purchase intention.
The Contingent Valuation Method (CVM) is used to analyze visitor willingness to pay (WTP) for the KEP. The results show that perceived risk, perceived value, satisfaction, purchase intention, purchase motivation, and three socioeconomic factors (residence, education, and income) are significantly related to visitors’ WTP for the KEP. In addition, the estimation of WTP is equal to 2130.336 NTD, which is actually considerably higher than the original price by approximately 33.1%. Managerial implications and suggestions for future research are discussed and provided.

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