本研究目的係針對望海巷潮境資源保育區建構其特徵屬性與管理方案，並利用選擇試驗法進行實證研究，以找出其生態旅遊管理策略。基於研究目的，本研究透過建構研究個案之完整評估架構後，設計出完整的評估問卷與模型，建構多重屬性之替代方案組合，對保護區內潛水客及一般遊客進行問卷調查，利用條件羅吉特（conditional logit）及隨機參數羅吉特（random parameter logit）針對特徵屬性及管理方案加以分析。實證結果顯示在5% 的顯著水準下，一般遊客對「增加可見潮間帶生物之頻率」為正向且顯著，而「擴大保育區面積並增大禁漁區」、「擴大保育區面積並增設緩衝區」、「增設保育區導覽員」為負向且顯著；潛水客對「擴大保育區面積並增大禁漁區」、「擴大保育區面積並增設緩衝區」、「珊瑚覆蓋率提升至良好（50%至75%）」、「珊瑚覆蓋率提升至優良（>75%）」、「增加可見大型生物或魚牆之頻率」、「限制體驗潛水及初階潛水員人數」為正向且顯著。保育基金的用途上，一般遊客與潛水客皆有逾60%受訪者認為應用於保育及復育。本研究結果可供作為海洋資源保育及遊憩管理決策者之參考。

This study adopts the choice experiment method to build attributions and management schemes for improving eco-tourism management in Wanghaixiang’s Chaojing Bay Conservation Area (WCBCA). To meet the research purpose, this study adopts field investigation, experts’ opinions, and literature reviews to build comprehensive assessment framework for designing questionnaire and empirical model. Then, conditional logit (CL) and random parameter logit (RPL) are used to analyze inter-tidal tourists’ and scuba divers’ characteristics and management schemes. The empirical results indicate that several variables are significant at 5 % level. In terms of inter-tidal tourists’ preferences, “to increase the frequency of seeing creature at inter-tidal zone” are positively significant, “to extend the area of protected area and set up a no take zone”, “to extend the area of protected area and set up the buffer zone”, and “to set an eco-tour guide service” are negatively significant. In terms of scuba diver’s preferences, “to extend the area of protected area and set up a no take zone”, “to extend the area of protected area and set up the buffer zone”, “to increase coral coverage rate (50% to 75%)”, “to increase coral coverage rate (>75%)”, “to increase the frequency of seeing large creature and fish gathering”, and “controlling the total amount of open water and discover scuba diving” are positively significant. In addition, more than 60% respondents agreed that the conservation fund should be used for nature conservation and habitat restorations. The empirical results could provide valid foundation for the decision making of protected area managers, recreation management authorities, and marine affair authorities.