Conducting the Field Interview - Research Procedure

Chapter 4 Research Procedure

4.2 Conducting the Field Interview

Prior to conducting the field interviews, this article design an “Interview Record Form”, which contains 34 semi-open questions and each of them represents an attracting factor for tourists to visit Ken-ting, to record the results of every interview. The "Interview Record Form” is demonstrated in Appendix.

The interviewees are selected randomly in Kaoshung area and Ken-ting area. We successfully interviewed 36 persons experienced in visiting Ken-ting. The basic information of interviewees is shown in Table 4.

4 Experts interviewed include a manager of Fullon Hotel Kenting, two tour guides of Developer Travel Service, a counselor of KNP, and a researcher of Tourism Institute in Korea. The website of Hengchun County Government, the Kenting National Park, and National Museum of Marine Biology and Aquarium are also browsed.

Table 3. Critical visitors attracting factors statements (Q-Set)

1. Enjoying water sports such as swimming, jet skiing or banana boat (water sleigh) is one of the important reason for my visit to Ken-ting.

2. Parasailing is an important reason for me to visit Ken-ting.

3. Three oceans (Taiwan Strait, Bashi Channel, and the Pacific) can be seen from one place (Ken-ting) is very special for me.

4. Surfing is the most important reason for my visit to Ken-ting.

5. I would visit all the shooting sites of film “Cape No.7”.

6. Watching sunset on the sea beach of Ken-ting is the major attraction for me to visit this place.

7. A trip to the Baisha Bay in Ken-ting is perfect for my vacation.

8. Sunbathing in the beach of Ken-ting is a good idea.

9. Wind surfing is a reason for my visit to Ken-ting.

10. I am willing to visit the museum or historical heritage spots (e.g. Hengchun ancient town, Sisal Industry Historical Exhibition etc.)

11. I’ll look forward to attend the annual Spring Wave Music Festival (Chun-Rang).

12. I am deeply moved by the storyline of film “Cape No.7”and it gives me a thought to visit Ken-ting.

13. Ken-ting Da Street night market is a must-see in Ken-ting for tourists.

14. The story of film “Cape No.7” changes my view for Ken-ting.

15. Visitings HsiChungh River hot-springs resort in Ken-ting area is a nice choice for my vacation.

16. National Museum of Marine Biology and Aquarium ranks top of my schedule in Ken-ting.

17. I'd like to go to Ken-ting for observing wild animals (such as land crabs, migratory birds, deer, monkeys, goats) in my lesiure time.

18. The geographical landscape of Ken-ting is the major reason for me to visit this place..

e.g. Chuhuo (Fire from the earth), desert, Jialeshuei Scenic Area

19. One of the most important reasons that attracts me to Ken-ting is visiting film locations of film

“Cape No. 7”.

20 Main purpose of my visit to Ken-ting is fishing.

21. I think hiking in She-Ding park is a principle activity for me.

22. Climate is an important reason for my visit to Ken-ting, because the weather is fine enough.

23. The great bike route in Ken-ting area will allure me to go on a special cycling trip in Ken-ting.

24. I ‘ve been to Ken-ting to watch the night sky view and I like the night life in that place.

25. Main purpose of my visit to Ken-ting is seeing some rare plant species.

26. Light house in Eruanbi park is a recommendable sight.

27. The purpose of my visit to Ken-ting is simply playing in the water and enjoy the atmosphere of the summer beach.

28. The unique traditional architectural style of Ken-ting Youth Activity Center is worth to be visited.

29. Ken-ting is the best place for scuba diving or deep sea diving.

30. Delicious & cheap sea foods make Ken-ting more attractive.

31. The film “Cape No.7” showed me a lot of new places that I didn't notice before.

32. The main reason that attracted me to Ken-ting is the annual Spring Scream rock-band festival (Chun-Na).

33. In order to understand the generation of nuclear & power energy, I would like to pay a visit to Ken-ting.

34. I think Fu-an temple and its festival activities are principle reasons for me to visit Ken-ting.

Table 4. Basic information of interviewees

Gender Male Female

# 17 19

Age 15~19 20~30 31~40 41~60 61~

No. 4 15 7 6 4

Times to visit

Ken-ting ~2 2~5 5~10 10~

# 6 7 7 15

Nationality Taiwanese Foreigners

# 24 12

Cape No. 7 Yes No

# 24 12

The interviewee is asked to classify appropriate category definition(s) for each statement.

If the statement is inconsistent with his/her idea or there is no appropriate category, he/she chooses “N” means that statement “can not be classified”. Next, the interviewee will answer all the statements through elaboration and decide whethert he/she agrees with that statement.

If the answer is positive, the interviewee has to decide the level of their agreement. After the interviewee replying the attitude of each statement the interviewer will further ask semi-guestions to dig the interviewee’s real meanings. In the meantime researcher fills out the answers. Before the end of interview every interviewee determines the ranking of categories based on their importance. The researcher will reconfirm the results from the interviewee if necessary. The interview procedure is very time consumption; eachinterview will take about 1.5 to 2 hours. The interview procedure is narrated as follows.

(a) Do you think the statement belongs to which category definition(s)? _________

(i) This article divides the attracting factors to visit Ken-ting into 5 categories:

A. Recreation and Entertainment Facilities B. Nature, Scenery, and Landscape

C. Culture

D. Ecology and Environment E. Drama, Film, and TV

N. Unclassified (Can not be sorted)

(ii) Fill in appropriate category for each of the factors with a code, and if no appropriate category found then marked it with an “N”.

(b) The level of agreement is decided by the following rules:

(Agree) 5 4 3 2 1 0 (Disagree)

5~0：Denotes the acceptance level towards the statement contents, where

(i) 5 stands for “Strongly Agree” and the acceptance level decreases sequentially from 4 to 1.

(ii) 0 represents “Disagree” or “This factor is not attractive for me”.

If the decision of your travel to Ken-ting is based on the above statements or on any former title or special considerations, then do provide supplementary data to have further discussions with interviewees.

All the acceptance levels or degrees of agreement regarding the questions in the interview form were made by the interviewees’ own decisions. In the meantime researcher filled out the answers and asked in depth for trying to understand their opinion. Then we apply it after reconfirmation from the the respondents.

Chapter 5 Research Results and Discussions

5.1 Research Results

The results obtained from this article are outlined as follows:

5.1.1 Verified Statements and Valid Category Definitions

After implementing interviews, this article reorganized the original data in “Interview Record Form” into “Interviewee’s appraisal for visitors attracting factors statements” and

“Interviewee’s classification for visitors attracting factors statements”, shown as Table 5 and Table 6.

Then, this article applies the rule of section 3.1 “Q-Sort Technique” to Table 5 and Table 6. There are 17 verified statements (70% of all interviewees classify a statement into the same category definition) and 4 valid category definitions (at least 2 statements are included in a category definition) left as Table 7.

Table 5. Interviewee’s appraisal for visitors attracting factors statements T##--denote Taiwanese interviewees; F##--denote Foreign interviewees.

Table 5. Interviewee’s appraisal for visitors attracting factors statements (Cont.)

T##--denote Taiwanese interviewees; F##--denote Foreign interviewees.

Table 6. Interviewee’s classification for visitors attracting factors statements T##--denote Taiwanese interviewees; F##--denote Foreign interviewees.

Table 6. Interviewee’s classification for visitors attracting factors statements (Cont.)

T##--denote Taiwanese interviewees; F##--denote Foreign interviewees.

Table 7. Verified statements and valid category definitions A. Recreation and Entertainment Facilities

Items Statements

1 Enjoying water sports such as swimming, jet skiing or banana boat

(water sleigh) is one of the important reason for my visit to Ken-ting. 94.74%

2 Parasailing is an important reason for me to visit Ken-ting. 86.49%

4 Surfing is the most important reason for my visit to Ken-ting. 91.89%

9 Wind surfing is a reason for my visit to Ken-ting. 91.89%

11 I’ll look forward to attend the annual Spring Wave Music Festival

(Chun-Rang). 94.44%

15 Visitings HsiChungh River hot-springs resort in Ken-ting area is a

nice choice for my vacation. 79.07%

23 The great bike route in Ken-ting area will allure me to go on a special

cycling trip in Ken-ting. 72.09%

27 The purpose of my visit to Ken-ting is simply playing in the water

and enjoy the atmosphere of the summer beach. 86.49%

29 Ken-ting is the best place for scuba diving or deep sea diving. 94.74%

B. Nature, Scenery, and Landscape

Items Statements

3 Three oceans (Taiwan Strait, Bashi Channel, and the Pacific) can be

seen from one place (Ken-ting) is very special for me. 86.84%

6 Watching sunset on the sea beach of Ken-ting is the major attraction

for me to visit this place. 84.62%

The geographical landscape of Ken-ting is the major reason for me to visit this place. e.g. Chuhuo (Fire from the earth), desert, Jialeshuei Scenic Area.

73.68%

D. Ecology and Environment

Items Statements

17 I'd like to go to Ken-ting for observing wild animals (such as land

crabs, migratory birds, deer, monkeys, goats) in my lesiure time. 75.00%

25 Main purpose of my visit to Ken-ting is seeing some rare plant

species. 77.50%

E. Drama, Film, and TV

Items Statements

5 I would visit all the shooting sites of film “Cape No.7”. 85.00%

12 I am deeply moved by the storyline of film “Cape No.7”and it gives

me a thought to visit Ken-ting. 83.33%

14 The story of film “Cape No.7” changes my view for Ken-ting. 80.95%

19 One of the most important reasons that attracts me to Ken-ting is

visiting film locations of film “Cape No. 7”. 91.89%

31 The film “Cape No.7” showed me a lot of new places that I didn't

notice before. 85.00%

5.1.2 The Affecting Sequence of Verified Statements and Valid Category Definitions

This article summarizes the mean and variance for each item, shown as Table 8.⁵ Based on Table 8, we can further analyzes the affecting sequence for 17 verified statements and 4 valid category definitions by caculating the weight of each verified statement and valid category definition, shown as Table 9.^6,7

From Table 9, we can see that the affecting sequence validate is ranked by B > A > D >

E. The most affective attractive categories definitions is B “Natural scenery and Landscape”, the least varies is E “Drama”, but culture is not concrete in the list of valid catergory definitions. The result obtained indicated that tourists visiting Ken-ting are mainly attracted by experiencing the natural scenery and landscape.

In addition, we collect the top 10 affecting factors of verified statements as Table 10.

Observe Table 9 and 10, we can see that five of the top 10 affecting factors are included in the most affecting category definition A. It reveals the fact that the more important factors the interviewees perceived the higher affecting power the category definition represented.

5 “Mean” of a statement is the interviewees’ average agreement level which is used to measure the attracting factor’s importancece for those interviewees; “Variance” of a statement is to measure the opinion diversification of that attracting factor for those interviewees.

6 The affecting weight of each verified item in a specific category definition is equivalent to the propotion for this item’s mean value to the sum of each item’s mean values, e.g. the weight of item 6 in category definition

B is given by:

3.75 / (3.17+3.75+4.17+3.42) ≒ 0.26

7 The affecting weight of each valid category definition is to calculate each valid definition’s average mean value first and then calculate the propotion for this definition’s average mean value to the sum of every valid definition’s average mean values. For example, The average mean value of valid category definition A is given by:

(3.06+2.00+1.97+1.72+1.19+1.61+3.97+1.44+3.69+3..28+3.19+1.81) / 12 ≒ 2.41

Likely, 1.85, 2.26, and 1.72 are the average mean value of valid category definitions B, D, and E, respectively.

Therefore, the affecting weight of valid category definition A is given by:

2.41 / (2.41+3.63+2.26+1.72) ≒ 0.241.

Table 8. Mean and variance for each statement

Category Item Taiwanese Foreigner Total

Mean Variance Mean Variance Mean Variance

Table 9. The affecting sequence of verified statements and valid category definitions

Category B Category A Category D Category E

Weight B 0.363 Weight A 0.241 Weight D 0.226 Weight E 0.172

Table 10. The top 10 affecting factors of verified statements

Rank 1 2 3 4 5 6 7 8 9 10

Item 6 27 18 29 3 1 17 2 31 4

Mean 3.75 3.69 3.42 3.28 3.17 3.06 2.33 2.00 2.00 1.94

Category B A B A B A D A E A

5.1.3 The Sequence for Diversificaion and Accordance of Verified Statements

This article adopts the variance of each statement’s original agreement level to evaluate the opinion diversification or accordance among interviewees. The top 10 diverse and accord affecting factors of oringinal statements is shown as Table 11.

Table 11. The top 10 diverse and accord affecting factors of oringinal statements

Rank 1 2 3 4 5 6 7 8 9 10

From Table 11, we find that three of the top six diverse affecting factors (items 32, 8, and 4) belong to category definition A; at the same time, three of the top five accord affecting factors (items 13, 15, and 33) belong to category definition C. This result shows that interviewees’ perception is the most diversified on category definition A and the most harmony on category definition C. Interestingly, the relative consensus perceived by interviewees on category definition C results in that category definition is deleted from the list of valid affecting category definitions.

5.1.4 The Importance Sequence of Category Definition

At the end of every interview, the research will ask the interviewees to decide the importance sequence of category definitions. The result is shown as Table 12.

Table 12. The importance sequence of category definitions

Cate. T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12 T13 T14 T15 T16 T17 T18

A 5 5 5 5 5 4 2 4 4 5 5 5 5 5 5 5 3 5

B 4 4 4 4 3 3 1 3 5 4 4 4 4 4 4 4 4 4

C 3 1 2 2 2 2 3 2 3 1 2 2 2 2 1 2 2 1

D 2 3 3 3 1 1 4 1 2 3 1 3 3 3 2 3 5 2

E 1 2 1 1 4 5 5 5 1 2 3 1 1 1 3 1 1 3

Cate. T19 T20 T21 T22 T23 T24 F1 F2 F3 F4 F5 F6 F7 F8 F9 F10 F11 F12

A ³ ⁵ ⁴ ⁴ ⁵ ⁴ ² 5 ⁵ ⁵ ⁴ ⁵ ⁵ ⁵ ³ ² ³ ⁴

B ⁴ ⁴ ⁵ ⁵ ⁴ ⁵ ⁵ 4 4 4 5 4 4 4 5 5 5 5

C 2 1 2 2 1 2 4 3 2 1 2 2 2 2 4 3 4 3

D ⁵ ³ ³ ³ ³ ³ ³ 2 ³ ² ³ ³ ³ ³ ² ⁴ ² ²

E ¹ ² ¹ ¹ ² ¹ ¹ 1 1 3 1 1 1 1 1 1 1 1

Observing Table 12, an idea comes in immediately that whether the interviewees from different countries possess different perception on category definitions. The interviewees’

nationality is divided into two parts: Taiwanese and Foreigner, then we calculate the mean and variance for each category definition. The result is shown as Table 13.

Table 13. Mean and variance for each category definitions Category

Definition

Taiwanese Foreigner Total

Mean Variance Mean Variance Mean Variance

A 4.46 0.69 4.00 1.45 4.31 0.96

B 3.92 0.69 4.50 0.27 4.11 0.62

C 1.88 0.38 2.58 0.99 2.11 0.67

D 2.71 1.17 2.75 0.39 2.72 0.89

E 2.04 2.04 1.17 0.33 1.75 1.62

From Table 13, we can see that Taiwanese tourists and foreign tourists have a minor difference in category definition preference sequence. Compare the Taiwanese tourists preference sequence (A＞B＞D＞E＞C) with that of foreign tourists (B＞A＞D＞C＞E). If we separate the 5 categories into 3 parts: AB, D and CE, we can see that the affecting sequences are the same for Taiwanese and foreign tourists. Yet, for the parts of AB, Taiwanese prefer A to B but the preference of foreigners is reversed, the same situation occurs on part CE. The reasons are: (1) foreign tourists can not stay in Ken-ting for a long time, so they can only “browsing and seeing” around the Ken-ting area; (2) most foreign tourists (7 of 12) had not seen the film “Cape No.7”. Therefore, foreign tourists may prefer category B to category A, and rank category E the last because of unfamiliar.

5.2 Research Discussions

This section will give a brief overview of the results obtained in Table 7 on the various critical factors in the four valid category definitions might helped in making Ken-ting as an attractive location for tourist are been discussed.

To find out the attractive factors of Ken-ting, people were interviewed. The higher is the average implies greater level of attractiveness and vice versa. Mean value with < 1.5 means the factor is unimportant and > 3.5 means it is an important factor. Variance is the diversity of people’s views and opinions, the greater the variance means more diverse and smaller

variance means there is more similarity in opinions and views. Variance < 1.5 means there is more uniformity and similarity while > 3.5 means it is more diverse. However, it is to be noted that there is no fixed relation between variance and mean. The appraisals of critical factors attracting tourists are presented in table 8.

5.2.1 Recreation and Entertainment Facilities

The results obtained in Table 7 show that tourists visit Ken-ting mainly for the purpose of entertainment. Both Taiwanese and foreign tourists have different opinions related to watersports activities like parasailing, wind surfing and diving. Of the three activities, the opinion with regard to parasailing is diverse whereas there is consistency with respect to wind surfing. Surfing with total average of 1.94 implies that surfing as a new sporting activity in Taiwan is yet to be accepted by all. People would not visit Ken-ting just for the sake of surfing but due to some other factors as stated:

“For the last 4-5 years surfing is a popular sport for majority of the people residing in Zhong Jiao Bay in northern part of Taiwan and Honey moon bay in east Taiwan are two popular destinations for this activity. But compared to the above two locations, Ken-ting is more attractive due to presence of a beautiful sceneries nearby, the number of entertainment and eateries available. If want to experience 3-4 days of surfing a diverse choice of resorts is there to choose from, as well as experienced a special types of human feeling that are lacking in people in northern part of Taiwan.” (T16: 2012.07.03)

Moreover, Taiwanese tourists believe that diving with variance of 3.78 shows diversity in the opinions of Taiwanese tourists, some consider to be an attracting factor while others feel it may not be a reason that brought them to Ken-ting. Foreign tourists with an average of 3.92 and a variance of 0.99 showed that diving is a common attractive factor important for

drawing in foreign tourists. As statement 29 given in Table 8, foreign tourists are more interested in diving than Taiwanese tourists.

Some Taiwanese still believe that diving is not an activity for the common mass. In any case, the Taiwanese and foreign tourists both have agreed that diving in Green Island is better than Ken-ting.

“Ken-ting is one of the best places in Taiwan for scuba diving or deep sea diving. I love Ken-ting.” (F2: 2012.07.03)

“Green Island is the best place for diving.” (F7, F8: 2012.07.05)

From the statement 27 it is observed that majority of the tourists loves to visit Ken-ting simply to play in the water and enjoy the atmosphere of the summer beach, with foreign tourists having an average of 4.08 and total average indicating 3.50 Some people will visit this place to take a stroll on the beach and side by side admire the beautiful sunset, whereas some will visit Ken-ting just for the sake of entertainment.

Bike route in Ken-ting is considered unimportant, since few people will visit Ken-ting just for riding a bicycle around the locality. Yet, night motorbike is a common activity in Ken-ting, especially for people who would love to enjoy the dark night and night sea view.

5.2.2 Nature, Scenery, and Landscape

Ken-ting is situated in Hengchun district of Taiwan and faces the South Sea, Taiwan Strait and Pacific Sea. Due to its beautiful coastal landscapes, mountains and an admiring natural beauty covered with greeneries, huge number of tourists visit this place for relaxation or to admire the beautiful landscapes and to beat the summer heat. As depicted in statement 3 shown in Table 8 both Taiwanese and foreign tourist with variance of 2.46 and 1.48 respectively shows the intersection of 3 seas is one of the location in Ken-ting that will attract

tourist to pay a visit to this place as per statement given below:

“Korea does not have a place where there is intersection of three seacoasts, so it is quite unique and it sounds beautiful. Though I heard that it is not as beautiful as imagined, but still would love to visit the place.” (F9: 2012.06.08)

“I have visited Ken-ting several times, the scenery is beautiful there. If I ever get a chance I will surely visit this place again.” (T7: 2012.06.05)

Apart from “The 3 seas”, Baisha Bay (BB) with an average of 4.17 among Taiwan tourists and foreign tourists is considered to be one of the important factors for attracting tourist to visit Ken-ting. Foreigners are of the common view that BB with a variance of 0.52 is a factor that attracted them to visit Ken-ting. For Baisha Bay, 63.64% of the total

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