Abstract
To developing the tourism industry and enhance international visibility and competitiveness of the city, the Hsinchu City Government won with a bid of NT$458.88 million on the Taiwan pavilion at Expo 2010 Shanghai. The expection of the building was to improve economic benefits for Hsinchu City. A Contingent Valuation Method (CVM) is used to estimate respondents' willingness to pay (WTP) and to analyze the factors that affect the WTP, during the opening of the Taiwan Expo pavilion during March and April, 2012. We used the payment card method to induce the respondents' WTP. The study processed the evaluation of multiple regression model and found the average price of Hsinchu City residents' WTP is NT$367.702 per year. The Taiwan Pavilion was relocated to Hsinchu City to promote tourism and create an international tourist attraction, hoping to attract more tourists to Hsinchu City for recreational activities. The Hsinchu City Government should market and publicize Hsinchu City and the Taiwan Pavilion, and should plan thoroughly and enrich the content of the Taiwan Pavilion to highlight the Taiwan Pavilion's uniqueness and clear ability to represent Taiwan.