2. I. Introduction II. Literature Review III. Methodology

3. Research Background Lukang Statements of Problem Purposes of Research

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

18. Interpretative Service Contingent Valuation Method Determinants of WTP Double-Hurdle Model

33. Data Collection Instrument Estimation Methods Data Analysis

35. Participants Tourists who have visited Lukang (on-site) Questionnaire 410 copies Time 5 minutes Sampling convenience sampling Elicitation approach Open-ended

38. ordinary least square (OLS) regression biased and inconsistent estimates of the parameters

39. 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