Willingness To Revisit Scenic Tourism Locations Like Taiwan Tourism Essay

Scenic touristry is an of import beginning of economic support for rural mountain economic systems. Increasing the revisit rate among visitants can supply sustainable long term economic support to the touristry industry in the part. Policymakers can increase the revisit rate by expecting and reacting to the demands of visitants to a peculiar scenic country. A questionnaire was utilized to enter stated agreeableness penchants of scenic tourers. A Tolbit analysis was so utilised to analyze the relationship between the agreeableness penchants and tourer ‘s willingness to revisit. The country under survey is Feng-Gui-DouA­ , a scenic mountain country located in cardinal Taiwan. The survey sample consists of 150 tourers to the country. The consequences show that the feeling of harmoniousness with nature, degree of satisfaction with the position of distant scenery, and handiness of historical and cultural background information all have a significantly positive influence a tourer ‘s willingness to revisit. This research provides policy shapers with tools and counsel to better their local scenic touristry industry and supply sustainable economic support to their part.

Keywords: Scenic touristry ; Nature ; Contingent analysis ; Tolbit analysis ; Rural economic systems ; Mountain touristry


Scenic touristry serves as an of import beginning of economic support for rural mountain economic systems. Cragged countries due to hard terrain and lower quality transit substructure frequently rely on fewer beginnings of economic support than other rural countries. Therefore a successful and sustainable touristry base that provides economic support to the part takes on increased importance. In order to increase the sustainability of the touristry part of the local economic system, policymakers and developers can expect and react to demands of visitants in order to increase the revisit rate to the part.

A assortment of factors converge to make a scenic touristry location that attracts new visitants and motivates them to return. A beautiful natural landscape accompanied with observation installations that are suitably placed, aesthetically delighting and well-functioning is of import. Besides, safety and easiness of entree to installations every bit good as quality of local culinary art, housing, and cultural and historical activities all play a cardinal function in the overall value of the experience. In cragged scenic countries, the supports of local occupants frequently depend on supplying these services to tourers.

Tourists ‘ perceptual experiences of the quality of comfortss offered by scenic mountain touristry countries should be evaluated in order to steer determinations on farther development and betterment of scenic countries under a model of sustainable economic development in the part. Such ratings are more complex with outwardnesss like scenic countries because of the deficiency of concrete market information to measure scenic country comfortss in pecuniary footings. Some surveies have focused on measuring the aesthetic constituent as portion of a comprehensive attack to the analysis and appraisal of scenic landscapes ( Laurie, 1975 ; Hammitt et al. , 1994 ; Hull & A ; Revell, 1989 ; Arriaza et al. , 2004 ) . Such analyses are complex, and can merely be expressed in pecuniary values in the utmost instances of homogenous, specific landscapes that are spatially localized and have apparent aesthetic contrast. A few other surveies apply the contingent rating method to measure rural landscapes in pecuniary footings ( Calatrava, 1996 ; Sayadi et al. , 2009 ) . Sayadi et Al. ( 2009 ) utilizes both the Contingent Valuation and Conjoint Analysis methods to measuring the public value of rural agricultural landscapes in both pecuniary and non-monetary footings. Another survey by Daniel and Boster ( 1976 ) employs signal detectability theory ( Green & A ; Sweets 1996 ) to see scenic beauty appraisal as an synergistic procedure ; visitants respond to and assess landscape belongings based on old experience and perceptual experiences of aesthetic criterions.

This paper adds to old literature by first using the Conjoint Analysis method to measure tourers ‘ perceptual experiences of the comfortss of a scenic cragged country, and so analyzing the relationship of the Conjoint Analysis consequences with tourers ‘ willingness to revisit. This is peculiarly helpful in steering policymakers and developers in their attempts to make and better scenic mountain tourer countries in order to further sustainable economic development of rural cragged parts.

We foremost supply a short overview in subdivision ‘The survey country: Fong-Gui-Dou, a cragged country of cardinal Taiwan ‘ . Section ‘Data aggregation ‘ nowadayss the method of garnering informations for the Conjoint Analysis through studies to visitants of the Fong-Gui-Dou scenic country. Section ‘Analysis ‘ nowadayss an account of the Tolbit theoretical account, which we use to analyze the relationship between Conjoint Analysis consequences and tourer ‘s declared willingness to revisit. ‘Empirical consequences ‘ subdivision displays the study informations and consequences of the Tolbit analysis. The chief decisions and recommendations are presented in subdivision ‘Conclusions ‘ .

The survey country: Fong-Gui-Dou, a cragged country of cardinal Taiwan

Fong-Gui-Dou ( e???«?? — ) is located in Shin Yi Hsiang of Nantou County, cardinal Taiwan. The distinguishing characteristic of the country is a plum flower wood settled within a cragged landscape, which creates an aesthetically pleasing combination during the winter bloom. In add-on to the plum forest, Fong-Gui-Dou possesses many natural mountains and rivers along with legion cultural and historical sites.

The name Fong-Gui-Dou came about from the local occupants. Originally, dwellers of Fong-Gui-Dou grew camphor, maple trees, grains and bananas to back up themselves economically. The ruddy colouring of the cultivated trees during fall led the initial dwellers to call the part Hong-Gui-Tou ( c?…e­?e ­ ) . However, due to the low literacy degree along with influence from the local idiom, the local people finally began to name the country Fong-Gui-Dou. A narrow mountain route provides the lone entree, raising safety and parking concerns.

We examine three chief scenic sites within Fong-Gui-Dou, which we name Third Corner, Twelfth Corner and Plum Blossom Forest harmonizing to their locations. The chief characteristics of Third Corner are a big name rock exposing an engraving of Fong-Gui-Dou ( Figure 2 ) along with an observation station that allows a position of the distant mountain scenery ( Figure 3 ) and the twist river below ( Figure 4 ) . The observation point shows flowers and provides visitant parking infinites ( Figure 5 ) . Twelfth Corner possesses a summerhouse under the shadiness of a big bowlder ( Figure 6 ) , where perceivers can see distant mountain scenery ( Figure 7 ) along with the river and vale below ( Figure 8 ) . The Plum Blossom Forest location besides has an observation station ( Figure 9 ) to supply a position of the distant mountain scenery ( Figure 10 ) every bit good as the plum flower woods in the vale ( Figure 11 ) .

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Figure 1. Fong-Guei-Dou country map

Figure 2. Fong-Guei-Dou name-stone

Figure 3. Position of distant scenery from Third Corner

Figure 4. Scenery from Third Corner ( looking down )

Figure 5. Third Corner observation station

Figure 6. Gazebo at Twelfth Corner

Figure 7. Position of distant mountain scenery from Twelfth Corner

Figure 8. Downward position of mountain and river scenery from Twelfth Corner

Figure 9. Balcony overlooking Plum Blossom Forests

Figure 10. Position of distant scenery of Plum Blossom Forest site

Figure 11. Downward position onto plum flower woods

Methodology model

There are several different ways to measure landscapes. This paper employs the Conjoint Analysis method to execute a non-monetary rating of the Feng-Gui-Dou landscape, and so uses a Tolbit analysis to analyze the relationship between Feng-Gui-Dou property degrees and tourers ‘ willingness to revisit. Conjoint analysis is based on the premise that a merchandise ( in this instance the Feng-Gui-Dou landscape and scenic country comfortss ) can be described harmonizing to degrees of set properties for which the consumer ‘s overall judgement of the merchandise is based. For a elaborate overview of Conjoint Analysis method the reader is referred to Fenwick ( 1978 ) , Antilla et Al. ( 1980 ) , Steenkamp ( 1987 ) , Louviere ( 1988a, B ) , Green et Al. ( 1999 ) , and Bennet and Blamely ( 2001 ) .

The Tobit theoretical account examines the relationship between a dependent variable and an independent variable eleven. The theoretical account supposes that the latent variable linearly depends on xi through a parametric quantity I? . A usually distributed error term histories for random influences in the relationship between the latent and dependent variables. The discernible variable is defined as being equal to the latent variable whenever the latent variable is above nothing ; is non observed when is less than zero.

We employ the Tolbit theoretical account to analyze the relationship between tourers ‘ penchants and their willingness to pay as follows:

i=1, 2, 3 ( 1 )

where is the willingness to revisit, xi represents tourers ‘ rated responses sing the quality of scenery, scenic country design characteristics, information services, repast services, lodging quality and local forte agricultural services ; one represents each scenic location.

Data aggregation and analysis

The Conjoint Analysis was applied utilizing the replies to some scale-rating inquiries given by visitants to the Feng-Gui-Dou scenic country. The stimulation presented to the interviewees were photographs taken from three sites within Feng-Gui-Dou named Third Corner, Twelfth Corner and Plum Blossom Forest. Other surveies have besides utilized exposure to measure rural landscapes ( Dunn, 1976 ; Shafer and Brush, 1977 ; Shuttleworth, 1980 ; Law and Zube, 1983 ) and supply valuable penetrations into the proper protocols for showing stimulations to interviewees. For each site, interviewees were presented a set of three exposures consisting a fisheye position of the distant scenery viewable from the observation site, a position of the scenery straight below the site, and a image of the observation installation itself. Each set was presented consecutive with the exposure within each set being presented at the same time. By utilizing wide-angled picture taking and coincident presentation of the exposure within each set, the stimulations given to participants more closely represented the ocular experience of really being present at each site.

The questionnaire was comprised of three parts. The first portion contained the conjoint analysis aimed at quantifying the single agreeableness perceptual experiences of the interviewees. The 2nd portion asked participants to province the per centum opportunity of revisiting Feng-Gui-Dou ( willingness to revisit ) . The concluding portion asked participants to enter some of their socio-economic features ( age, instruction degree, age of household members, etc. ) and figure of old visits to Feng-Gui-Dou and other cragged countries. The full study was presented to each participant by the same research worker.

In the Conjoint Analysis part of the study, comfortss of the landscapes and observation installations of the three sites in Feng-Gui-Dou, along with some other services available throughout the country were quantified on a rated-scale from 1 to 7 ( 7 being highest quality ) by study participants. Comfortss rated ( translated from Chinese in table 2 ) for the Plum Blossom site include distant scenery quality, quality of position of plum flower forest below, satisfaction with site design, degree of experiencing at harmoniousness with nature, and the comfortability of the walk-to way ; for the Twelfth Corner site include compatibility of the rock and sing marquee, degree of satisfaction with marquee design, and satisfaction of entire viewing experience ; and for the Third Corner include degree of satisfaction with observation station sing experience, quality position of Chen You Lan River below, degree of the feeling of harmoniousness with the environing landscape, degree of satisfaction originating from sing the mountain ranges, and the degree of satisfaction with the marquee design.

Data was collected from 150 visitants to the Feng-Gui-Dou country. Not every participant visited each site, nevertheless all were familiar with the landscape of the country. The persons were indiscriminately selected. All interviews were conducted within the Feng-Gui-Dou country at a location suitable for sing the exposures and finishing the study ( observation sites, hotels, eating houses etc. ) . The respondents were asked to carefully detect the exposure in order to give accurate responses to the inquiries. All participants contacted completed the study, ensuing in 150 valid questionnaires.

After carry oning the study, we analyzed the information of the Conjoint Analysis by ciphering the mean, upper limit, lower limit and standard divergence of each agreeableness. For the socio-economic variables mean, maximal, minimal, and standard divergence for the age of the participants and their household members age group. We besides found the norm, maximal, minimal and standard divergence for the figure of old visits to any cragged country, and Feng-Gui-Dou within the past twelvemonth.

Afterwards, we employed a Tolbit analysis to analyze Conjoint Analysis and socio-economic variables in relation to the willingness to revisit of participants.


Table 1 shows sample demographics along with the figure of old mountain trips within the last twelvemonth. Among tourers sampled, most ( 54.7 % ) were female ; 50 % were alumnuss with a university grade or higher ; mean age was 39 ; and on mean each tourer had antecedently visited a mountain touristry country in Taiwan 2.2 times and Fong-Gui-Dou 1.2 times within the last twelvemonth.

Table 2 illustrates the questionnaire responses of the sampled tourers. For the Plum Blossom Forests, tourists express the highest satisfaction for observation site design ( 5.93 ) and the degree of experiencing at harmoniousness with nature ( 5.64 ) . For Twelfth Corner, degree of satisfaction with marquee design has the highest tourist satisfaction rate at 5.26. Tourists of Third Corner express highest satisfaction with the degree of satisfaction originating from sing the mountain ranges ( 4.17 ) , followed closely by the degree of satisfaction with observation station sing experience ( 4.15 ) . Among other comfortss, tourers express highest satisfaction with the quality of historical and cultural background information provided ( 6.18 ) and quality of local agricultural forte merchandises ( 5.85 ) .

Table 3 displays the empirical consequences of the Tolbit analysis. For the Plum Blossom Forests, degree of experiencing at harmoniousness with nature influences willingness to revisit with high statistical significance. Distant and near plum flower forest scenery quality, along with satisfaction with observation site design besides significantly influences willingness to revisit ; path quality did non return statistically important consequences. For Twelfth Corner, merely degree of satisfaction with marquee design significantly influences willingness to revisit. At Third Corner, merely the degree of the feeling of harmoniousness with the environing landscape significantly influences willingness to revisit. Finally, for the other comfortss class, quality of historical and cultural background information shows a extremely statistically important ability to act upon willingness to revisit, while narrative service and quality of local agricultural forte merchandises besides show statistically important consequences.

5. Decision

This paper applies the Tolbit theoretical account to analyze a tourer sample ‘s willingness to revisit the Fong-Gui-Dou scenic mountain country based on questionnaire consequences. The empirical consequences show that age, quality of distant mountain scenery, position of the plum flower woods, observation country design and comfortss, historical and cultural information service, narrative service and local agricultural green goods service significantly act upon the willingness to revisit of the tourer sample. The quality of the Fong-Gui-Dou tourer experience depends on the beauty of the distant mountain scenery and plum flower woods below, along with the quality of the observation country. Tourists besides exhibit a penchant towards high quality historical and cultural information, narrative and local agricultural green goods services. Therefore, local touristry policy-makers of rural cragged countries should stress the development of these installations and services in order to increase the tourist revisit rate in their venue, thereby increasing local long term economic support in the part.