雲林縣古坑鄉華山地區，透過台灣咖啡節活動，吸引了大量的遊客，成功地發展
出在地的咖啡產業文化。本研究採用旅遊成本法，以遊客在市場上的消費支出，
間接衡量其消費者剩餘，進一步估計遊客參與咖啡節的遊憩效益。研究的結果顯
示，每位遊客的消費者剩餘為1,082元，以古坑鄉公所統計的遊客人數120萬人次
計算，2004年台灣咖啡節活動的遊憩效益將近13億元。
Held in Hua-Shan Area of Gu-Keng Township, Yunlin County, the 2004
Taiwan Coffee Festival attracted over one million of tourists and
successfully promoted a local culture based on coffee industry. The
purpose of our research is to estimate the recreational benefit of
tourists' participation in this event. We apply Travel Cost Method
(TCM) to calculate the consumer surplus based on tourists' expenditure
in the event. The data show that the average consumer surplus is
NT$1,082. According to Gu-Keng Township, this annual event attracted
1.2 millions of tourists. Given this number of tourists, the total
recreational benefit of the 2004 Taiwan Coffee Festival is
approximately NT$1.3 billions.