Chun-Hung Lee


Current Position
Professor and Chairperson in Department of Natural Resources and Environmental Studies, College of Environmental Studies, National Dong Hwa University
Office Address
No. 1, Sec. 2, Da Hsueh Rd. Shoufeng, Hualien, 97401, Taiwan, R.O.C.
TEL (886)3-8903343
FAX (886)38903260
Lab A228 Natural & Cultural Resources Management Lab


Community-based Ecotourism, Waste Management, Ecological Economics,
Sustainability and Change, Adaptive Capacity, Endangered Species Conservation


Research Methodology:
Travel Cost Method, Contingent Valuation, Contingent Behavior Approach,
Choice Experiment, Multivariate Data Analysis, Combining the Qualitative and Quantitative Data


Bachelor for Agriculture, Department of Agricultural Economics, National Chung-Hsing University, Taiwan, R.O.C., July 1998.
Master for Agriculture, Department of Agricultural Economics, National Taiwan University, Taiwan, R.O.C., July 2000.
Doctor for Management, Department of Applied Economics, National Chung-Hsing University, Taiwan, R.O.C., January 2005.


Teaching Experience:
Professor (National Dong Hwa University, Taiwan, R.O.C.): Aug. 2017
Associate Professor (National Dong Hwa University, Taiwan, R.O.C.): Feb. 2010-July 2017
Assistant Professor (National Dong Hwa University, Taiwan, R.O.C.): Aug. 2007 to Jan. 2010
Assistant Professor (Asia University, Taiwan, R.O.C.): Feb. 2005 to July 2007


Visiting Research Experience:
Visiting Scholar in College of Wildlife Resources, Northeast Forestry University, Harbin, China:
April 2013; May 2015; June 2016; July 2017; April 2018; August 2019
Visiting Professor in School of Community Resources and Development, Arizona State University, Phoenix, USA. Aug. 2018 to July 2019.


Personal Biography:
Professor Lee works in the department of natural resources and environmental studies, National Dong Hwa University (NDHU), Taiwan, and focused on the economics evaluation for the ecotourism and ecosystem services with methodology of ecological economics, and also applied the theory of community resilience into environmental governance. He published 11 SSCI journal articles (Sustainability, Asia Pacific Journal of Tourism Research, China Agricultural Review, and Tourism Management Perspectives), 1 Econlit journal article, 15 TSSCI journal articles, joined over 40 international conferences, got 20 ministry of science and technology (MOST) projects, and 14 projects from government in Taiwan. Furthermore, he had excellent research award in NDHU and MOST from Aug. 2011 to July 2020. In the nearly future, he will extend the above topics to environmental valuation, sustainability & change, and human-wildlife conflicts. Moreover, he will have a chance to apply the methodology of ecological economics in Thailand, Indonesia, India, Malaysia, Nepal, Hong Kong, and China.


Academic Research Awards:
1. Excellent young researchers project in MOST. Establishing an evaluation framework for flagship and non-flagship species under conservation program in protected area, 109-2628-M-259-001-MY3. Aug. 2020 to Dec 2023. PI.
2. Excellent research award in National Dong-Hwa University, Taiwan. Aug. 2011 to July 2020.
3. Visiting scholar giant from Executive Yuan, Taiwan. April, 2013. Visit Northeast Forestry University, Harbin, China.
4. Research Award for undergraduate student in MOST. Evaluation of Cultural Distance Perceptions and Recreation Demand for the Chinese Tourist to Taiwan. 2011. Supervisor.


Main Research Topics and Projects in Recent Five Year:
◎Evaluation of Ecology Resources and the Ecosystem Servicesv
1. Estimating the Willingness to Contribute for Ecological Fragility in Nature Reserves of South Tibet- With College of Wildlife Resources, Northeast Forestry University, China
2. Evaluation for the Conservation Value of Coral Reef in Kenting Area, Taiwan- with Sustainability Center, Academia Sinica, Taiwan- submitted to Ecological Economics
3. Valuing the Public’s Preferences toward Land Use Planning with Ecosystem Services in the Forest Park-case of Choice Experiment- Supported from Integrated Project in Ministry of Science and Technology (MOST), Taiwan
4. Estimating the Resident’s Willingness to Contribution for the Coral Reef Ecosystem in Taiwan- with Sustainability Center, Academia Sinica, Taiwan
◎Evaluation of the tourism and recreation resources under quality improvement program
1. Estimating the international tourist's preference related the multiple aspects in Jaguar protected area, Belize
2. Estimating the tourist's preference toward the quality improvement program in Khao Yai National Park, Thailand- submitted to Annals of Tourism Research
3. Estimating the tourist's preference from the program of ecotourism impact reduction in whale & dolphin industry
4. Can capture the tourist's preference towards the panda's tour package in China?- submitted to the Tourism Management
5. Establish the Hulunbuir's Experience Model and its Application of Grassland Tourism in Inner Mongolia
6. Combining the tourist’s preference with management strategy of ecotourism management in green landscape area
7. Integrating the local’s perspectives into management program for a green landscape area


Journal Publication 
1.Lin, Y. C., Hong, C. F.* and Lee, C. H., “Integrating Multiple Perspectives into an Ecotourism Marketing Strategy in a Marine National Park,” Asia Pacific Journal of Tourism Research, Vol.25, No.9, pp.948-966, September 2020. (SSCI, 2019 IF=2.017, Ranking=133/728=18.27%, Category=GEOGRAPHY)
2.Lin, Y. C., Hong, C. H., Lee, C. H. and Chen, C. C.*, “Integrating Aspects of Ecosystem Dimensions into Sorghum and Wheat Production Areas in Kinmen, Taiwan,” Land Use Policy, Vol.99, No.104965, pp.1-13, August 2020. (SSCI, 2019 IF=3.682, Ranking=5/154=3.25%, Category=FORESTRY)
3.Wang, Y. C., Lin, S. W.* and Lee, C. H.*, “Conducting an Evaluation Framework for Disaster Management under Adaptive Organization Change in a School System,” Sustainability, Vol.12, No.16, pp.1-19, August 2020. (SSCI, 2019 IF=2.592, Ranking=183/728=25.14%, Category=GEOGRAPHY)
4.NGUYEN THI, T. H., Lee, C. H. and Hung, R. Y.*, “Study on antecedents of household willingness to engage in e-waste recycling: evidence from Vietnam,” International Journal of Environment and Health, June 2020. (SCI, 2019 IF=0.320, Ranking=233/352=66.19%, Category=ENVIRONMENTAL SCIENCES)(Accepted)
5.Thu Nguyen, H. T., Lee, C. H. and Rern-Jay Hung, R. J., “Willingness of end users to pay for e-waste recycling,” Global Journal of Environmental of Science and Management, Vol.7, No.1, pp.47-58, April 2020. (SCI, 2019 IF=0.639, Ranking=164/337=48.66%, Category=ENVIRONMENTAL SCIENCES)(越南)
6.Lee, C. H., Chen, Y. J., Huang, Y. S. and Chen, C. W., “Incorporating Integrative Perspectives into Impact Reduction Management in a Reef Recreation Area,” Water, Vol.12, No.1, pp.1-17, January 2020. (SSCI, 2019 IF=2.544, Ranking=146/728=20.05%, Category=GEOGRAPHY)
7.Lee, C. H., Chen, Y. J. and Chen, C. W., “Assessment of the Economic Value of Ecological Conservation of the Kenting Coral Reef,” Sustainability, Vol.11, No.20, pp.1-17, October 2019. (SSCI, 2019 IF=2.592, Ranking=183/728=25.14%, Category=GEOGRAPHY)
8.Lee, C. L., Wang, C. H, Lee, C. H* and Sriarkarin, S, “Evaluating the public's preferences toward sustainable planning under climate and land use change in forest parks,” Sustainability, Vol.11, No.11, pp.1-18, June 2019. (SSCI, 2019 IF=2.592, Ranking=183/728=25.14%, Category=GEOGRAPHY)(泰國)
9.Thu Nguyen, H. T., Rern-Jay Hung, Lee, C. H. and Thu Nguyen, H. T., “Determinants of Residents’ E-Waste Recycling Behavioral Intention: A Case Study from Vietnam,” Sustainability, Vol.11, No.1, pp.1-24, January 2019. (SSCI, 2019 IF=2.592, Ranking=183/728=25.14%, Category=GEOGRAPHY)(越南)
10.Lee, C. H., Chen, H. S., Liou, G. B., Tsai, B. H. and Hsieh, C. M.*, “Evaluating International Tourists’ Perceptions on Cultural Distance and Recreation Demand,” Sustainability, Vol.10, pp.1-13, October 2018. (SSCI, 2018 IF=2.075, Ranking=209/737=28.36%, Category=GEOGRAPHY)
11.Sriarkarin, S. and Lee, C. H.*, “Integrating the multiple attributes for sustainable development in a national park,” Tourism Management Perspectives, Vol.28, pp.113-125, August 2018. (SSCI, 2018 IF=2.485, Ranking=22/120=18.33%, Category=HOSPITALITY, LEISURE, SPORT & TOURISM)(泰國)
12.Zong, C., Cheng, K., Lee, C. H.* and Hsu, N. L, “Capturing Tourists' Preferences for the Management of Community-Based Ecotourism in a Forest Park.,” Sustainability, Vol.9, No.9, pp.1-16, September 2017. (SSCI, 2017 IF=2.075, Ranking=188/729=25.79%, Category=GEOGRAPHY)(中國大陸) Page 1 of 8
13.Chen, C. C. and Lee, C. H.*, “Economic Benefits of Improving the Quality of Cultural Heritage Sites,” Journal of Economics and Management, Vol.13, No.2, pp.241-264, August 2017. (EconLit)
14.李俊鴻、 陳逸庭*, 〈台灣平地森林園區發展社區生態旅遊模式初探〉, 《青年研究學報》, 第20卷, 第2期, 第158-168頁, 2017年七月 。
15.戴胡萱, 李俊鴻, 程鯤, 宗誠, “三江平原保護區社區居民對濕地生態系統服務功能的貢獻意願,” 自然資源學報, Vol.32, No.6, pp.977-987, April 2017.
16.Lee, C. H. and Wang, C. H., “Estimating Residents’ Preferences of the Land Use Program Surrounding Forest Park, Taiwan,” Sustainability, Vol.9, No.4, pp.1-19, April 2017. (SSCI, 2017 IF=2.075, Ranking=188/729=25.79%, Category=GEOGRAPHY)
17.陳郁蕙、陳雅惠、林羿杏 和 李俊鴻, 〈國人對冷凍年菜之消費行為與願付價格研究〉, 《應用經濟論叢》, 第102期, 第69-114頁, 2017年一月 。(TSSCI)
18.李俊鴻, 陳逸庭, 謝奇明, 許詩瑋, “太魯閣國家公園旅遊品質提升方案之經濟效益評估,” 大專體育學刊, Vol.18, No.1, pp.1-13, April 2016. (TSSCI)
19.謝奇明, 李俊鴻, 林佩蓉, 張凱智, “島嶼居民對觀光發展態度與遊憩資源維護願付價值之研究-以台灣澎湖群島為例,” 戶外遊憩研究, Vol.28, No.4, pp.63-102, April 2015. (TSSCI)
20.戴胡萱, 宗誠, 李俊鴻, 馬建章, “台灣地區環保志工參與動機、工作滿意度及組織承諾的探討-以太魯閣與陽明山國家公園為例,” 北京林業大學學報, Vol.14, No.2, pp.34-40, April 2015.
21.Huang, C. H and Lee, C. H., “Consumer Willingness to Pay for Organic Fresh Milk in Taiwan,” China Agricultural Economic Review, Vol.6, No.2, pp.198-211, April 2014. (SSCI, 2014 IF=0.876, Ranking=305/621=49.11%)
22.Huang, C. H., Lee, C. H.*, Yeh, C.C. and Hsiao, P. H., “Estimating congestion costs and segmenting motivations for recreational festivals,” Asia Pacific Journal of Tourism Research, Vol.19, No.5, pp.558-578, April 2014. (SSCI, 2017 IF=0.636, Ranking=33/107=30.84%)
23.李俊鴻, 王瓊霞, 陳郁蕙, 陳雅惠, 陳凱俐, “台灣社區林業生態產業間接效益之價值評估 ,” 應用經濟論叢刊, No.93, pp.43-82, April 2013. (TSSCI)
24.李俊鴻, “『從區域治理的角度淺談綠色經濟』,” 台灣林業, Vol.39, No.3, pp.16-22, April 2013.
25.陳雅惠, 李俊鴻, “『以生態系服務功能補償(PES)促進林業部門發展綠色經濟』,” 台灣林業, Vol.39, No.3, pp.23-28, April 2013.
26.李俊鴻, 謝奇明, 許詩瑋, “國家公園遊客目的地意象認知與遊憩需求分析-以太魯閣國家公園為例,” 大專體育學刊, Vol.15, No.2, pp.123-134, March 2013.
27.李俊鴻, “『從區域治理的角度淺談綠色經濟』,” 台灣林業, Vol.39, No.3, pp.16-22, January 2013.
28.陳雅惠, 李俊鴻, “『以生態系服務功能補償(PES)促進林業部門發展綠色經濟』,” 台灣林業, Vol.39, No.3, pp.23-28, January 2013.
29.申韓麗, 李俊鴻, 張冰, 賈竟波, “台灣太魯閣國家公園生態旅遊資源非使用價值評估,” 安徽農業科學, Vol.41, No.5, pp.2104-2109, January 2013. (其他具審查制度期刊)
30.李俊霖, 李俊鴻*, “『農地轉用對生態系統服務功能衝擊之經濟評估』,” 農業經濟叢刊, Vol.17, No.2, pp.111-144, January 2012. (TSSCI)
31.李俊鴻, 黃錦煌, “『文化資產訪客知覺價值與觀光效益評估─以大龍峒保安宮為例』,” 觀光休閒學報, Vol.17, No.3, pp.361-385, February 2011. (TSSCI)
32.陳雅惠, 李俊鴻, 陳郁蕙, “『淺談生態系統暨生物多樣性經濟學(TEEB),” 台灣林業, Vol.37, No.3, pp.17-21, January 2011.
33.陳郁蕙, 李俊鴻*, 陳雅惠, “森林遊樂區遊客旅遊品質提昇之經濟效益評估-以溪頭森林遊樂區為例』 ,” 農業經濟叢刊, Vol.16, No.2, pp.1-40, January 2011. (TSSCI) Page 2 of 8
34.呂傑華, 周祐華, 李俊鴻, 柯則宇, “『花蓮民宿業者關係行銷與遊客選擇行為之研究』,” 生物與休閒事業研究, Vol.8, No.4, pp.64-85, January 2010.
35.李俊鴻*, 黃錦煌, “『節慶活動遊客擁擠知覺降低之經濟效益評估』,” 農業經濟叢刊, Vol.15, No.1, pp.81-113, January 2009. (TSSCI)
36.黃錦煌, 蕭伯勳, 李俊鴻, “『遊客參與節慶活動擁擠成本與滿意度之市場區隔分析』,” 觀光休閒學報, Vol.15, No.2, pp.141-161, January 2009. (TSSCI)
37.李俊鴻*, “『節慶活動遊客參與動機及經濟效益探討-以綠色博覽會為例』,” 農業經濟半年刊, No.83, pp.59-94, January 2008. (TSSCI)
38.李俊鴻, 陳吉仲, “『節慶活動遊客旅遊需求及遊憩效益評估-以綠色博覽會為例』,” 農業與經濟, No.39, pp.137-166, January 2007. (TSSCI)
39.蕭景楷, 李俊鴻*, “『洪災風險降低對住宅價格之影響評估-特徵價格法之應用』,” 臺灣水利, Vol.55, No.2, pp.73-83, January 2005.
40.蕭景楷, 黃錦煌, 李俊鴻, “華山地區居民對土石流災害認知之分析,” 水土保持研究, Vol.12, No.5, pp.35-41, January 2005. (其他具審查制度期刊)
41.蕭景楷, 李俊鴻**, 黃錦煌, “農村建設與土石流防治計畫之間接效益評估-以華山地區為例,” 水土保持研究, Vol.12, No.5, pp.42-48, January 2005. (其他具審查制度期刊)
42.蕭景楷, 黃錦煌, 李俊鴻, “土石流災害認知及偏好分析-多重屬性效用理論之應用,” 中華水土保持學報, Vol.36, No.4, pp.355-374, January 2005. (TSCI)
43.李俊鴻**, 蕭景楷, “洪災成因與洪災影響認知分析-以汐止地區為例,” 台灣土地金融季刊, Vol.42, No.4, pp.23-44, January 2005.
44.林正生, 李俊鴻, “『農業功能與農村聚落特徵對農地價值影響之分析』,” 農業金融論叢, No.52, pp.157-176, January 2005.
45.林正生, 李俊鴻, “『龍眼產地價格不確定性下之經濟分析』,” 土地金融季刊, Vol.41, No.2, pp.163-175, January 2004.
46.李俊鴻, “『台灣雜糧進口價格不確定性下之經濟分析』,” 農業經濟半年刊, No.74, pp.89-112, January 2003. (TSSCI)
47.蕭景楷, 李姿維, 李俊鴻, “『台灣農業資訊化概況及其影響因素分析-多變量分析方法之應用』 ,” 農業與資源經濟, Vol.1, No.1, pp.20-46, January 2003.


Conference Publication
1.Lee, C. H.*, “Evaluating heterogeneity preference for community’s adaptation under sustainable community tourism in a protected area,” 2020 WEA Annual Conference, Denver, United States of America, June 26-30, 2020. (Accepted)
2.Lee, C. H.* and Agung Dwi Sutrisno, “Conducting evaluation framework of sustainable community tourism under community resilience and adapt to change in forest park area,” 2020 WEAI 16TH INTERNATIONAL CONFERENCE, Shanghai, China, March 19-22, 2020. (Accepted)
3.Lee, C. H.*, “Establishing evaluation framework for sustainable marine tourism in a reef recreational area,” 2020 WEAI 16TH INTERNATIONAL CONFERENCE, Shanghai, China, March 19-22, 2020. (Accepted)
4.Jhong, Y. C., Agung Dwi Sutrisno and Lee, C. H.*, “Establishing conceptual framework of sustainable tourism development under adapting to community change in Green Island, Taiwan,” 2019農業經濟研討會, 台中, Taiwan, December 6-November 6, 2019. (Accepted)
5.Lee, C. H.*, “Integrating the multiple perspectives into sustainable land use program in a forest Park,” 2019 94th Western Economic Association International, San Franscico, United States of America, June 28-July 2, 2019.
6.Lee, C. H.*, “Integrating the comprehensive attributes into impact reduction management in a reef activity site,” 2019 The International Conference on Applied Business and Economics, Honolulu, Hawaii, United States of America, March 15-17, 2019. Page 3 of 8
7.Lee, C. H.*, “Integrating the multiple attributes of bird-watching in ecotourism management,” 2019 clute international conferences maui,, Maui, Hawaii, United States of America, January 1-5, 2019.
8.Lee, C. H.*, “Estimating Tourists’ Preferences for Grassland Ecotourism in Inner Mongolia,” 2018 International Conference on Innovation and Management Winter, Fukuoka, Japan, January 30-February 2, 2018.
9.Lee, C. H.*, “Integrating the aspects of ecosystem services into land use management in the forest Park, ,” WEAI 2018 14th International Conference, Newcastle, Australia, January 7-November 11, 2018.
10.Lee, C. H.*, “Can capture the tourist's preference towards the panda's tour package in China?,” 2017 WEAI 92th Annual Conference, San Diego, United States of America, June 25, 2017-June 29, 2018.
11.Lee, C. H.*, “Valuing the Public’s Preferences toward the Land Use Planning Associate with the Ecosystem Services in the Forest Park, Taiwan,” 2017 International Conference on Innovation and Management, Tokyo, Japan, February 7-10, 2017.
12.Lee, C. H. and Wang, C. H.*, “Establishing the preference function for ecosystem service and land use program in forest park, Taiwan,” 2016 WEAI 91th Annual Conference, Portland, United States of America, June 29-July 3, 2016.
13.Lee, C. H.*, “Tourist's Preference toward Community Ecotourism in Forest Park- a Case of Taiwan,” 2016 WEA International Conference, Singapore, Singapore, January 7-10, 2016.
14.Lee, C. H.*, Lin, C.T. and Ting, C.T. , “Estimating the Economic Benefits under Social Impact Reduction program in Taroko National Park of Taiwan,” 2015 WEAI 90th Annual Conference, Hawaii, United States of America, June 28-July 2, 2015.
15.Park, S. H.*, Lee, C. H. and Hsieh, C. M., “Evaluating perception on cultural distance and recreation demand: A case of Mainland Chinese inbound tourists to Taiwan,” 2014 Asia-Pacific Social Science Conference, Seoul, Korea, January 8-10, 2014.
16.Lee, C. H.* and Ho, Y. R., “Evaluation of Economic Benefits from Visitor’s Quality Improvement Programs for Ecotourism - A Case Study of Meqmegi,” International Conference on Innovation and Management, Sapporo, Japan, January 28-31, 2013.