Study Site - 四個離島地區觀光發展階段暨觀光衝擊之研究

All of our study sites are islands surrounding around Taiwan. Recently, tourism has already become an important income for offshore islands in Taiwan. According to official statistics (Ministry of Household, 2013), about 121 islands can be included in the territory of Taiwan (National Development Council, 2009). Although many islands scattered around, only a few of them possess residents¹. Varying from landscapes, ecology, culture and society, every single island owns spectacular attractions for tourists. Besides, the serenity causes the islands difficult in

1 Although some desert islands are also familiar for tourists, researcher would not discuss in this section.

development. Once tourism enters in the offshore islands, it brings not only better chances but also improvements in living standards for the residents. Then, tourism gradually develops and is more likely to replace employment structure in the offshore islands. Consequently, balancing between tourism developments as well as

maintaining public goods such as environment and cultural heritage strike an important concern in offshore public construction (National Development Council², 2009).

Sustainable development states an important role in offshore general public construction programs³. Based on our four study sites, Penghu, Little Liuqiu, Green Island and Orchid Island, local government planned for further tourism development as follow. Penghu planned to be an international island because of its special but important location in Taiwan Strait⁴. Little Liuqiu planned to cultivate as the educational and recreational island⁵. Green Island used its character “Green” to emphasize the importance of sustainable development⁶. Orchid Island specified its specialties as “hometown for aboriginals.⁷” Thus, sustainable development has become an important issue in offshore islands.

2 前經濟建設委員會，後併入國家發展委員會。

3 第二期（96-99 年）、第三期（100-103 年）離島綜合建設實施方案 translated by researchers.

4「國際島嶼，海上明珠」

5「海上休習(休閒與學習)島」

6「永續海洋生態與綠色旅遊產業島嶼」

7「原住民海洋原鄉」

Background of Penghu

Penghu islands (23°12 to 23°47 N, 119°19 to 119°43 E) are also well known for Pescadores Islands, the islands are an archipelago lying in the west of Taiwan. Penghu occupies the entire archipelago and forms Penghu County. Penghu County covers 141 square kilometers; most remarkable, there are over 90 islands scattered around

Penghu (Ministry of Household, 2013). Recently, according to statistics, Penghu has more than 90,000 residents (Ministry of Household, 2013).

Tourism development in Penghu has lasted for decades. After World War II, Penghu started public constructions so as to improve living standards. In early 1950s, Penghu underwent a series of reconstructions, there were limited spaces for tourism development. The limitations came from military control and lack of public

infrastructure and services. Consequently, the 50s seemed to be Penghu’s reconstruction period. Later in late 1950s to 1970s, tourism in Penghu started to develop. Later in 1980s and 1990s, tourism became an important role in Penghu (Chuang, 2012).

Recently, Penghu National Scenic Area was founded and had 3 recreation areas:

North Sea recreation area (北海遊憩系統), Magong Island Recreation Area (馬公本島遊憩系統) and South Sea recreation area (南海遊憩系統). Although Penghu is

well known a destination for summer vacation, potential limitations cutback its

development. For one thing, the monsoon in Penghu is so strong that tourists cannot stand the wind. For another, the limited transportation also drawback development (National Development Council, 2009).

Background of Little Liuqiu

Little Liuqiu is governed by Liuqiu Township in Pingtung County. Besides, Little Liuqiu is the only one coral island of Taiwan’s offshore islands suited south of

Kaoping River. Recently, about 13,000 residents Live on little Liuqiu (Ministry of Household, 2013). Besides tourism, fishing is another important industry in Liuqiu.

Little Liuqiu is famous for coral ecosystem and aquatic activities, and in summer times, Little Liuqiu is on season. Besides, Little Liuqiu is also renowned for cultural resources, especially Taoist festivals which celebrates and honors Wong Ye (王爺).

Recently, Little Liuqiu becomes a well-known destination, but restricted lands and transportations limit tourism development. In addition, the management also need improvements. Finally, with the rapid development, Little Liuqiu needs more

investigations in tourist spots and monitoring to prevent the irreversible damages in nature resources (National Development Council, 2009).

Background of Green Island

Green Island is a small volcanic island about 33 km (21 mi) off the eastern coast of Taiwan. Recently, there are more than 3500 residents on the island (Ministry of

Household, 2013). Green Island is famous for the nature resources.

In early19^th century, immigrants from Liuqiu settled down and established villages. The industries on the islands remained primary industrial sectors such as farming, forestry, livestock and fishing sectors for a long time. In 1990s, tourism industry surpassed other industries to be the most important ones. With the help of tourism development, the residents living has improved (Lee, 2001).

In 1990, Green Island was included in East Coast National Scenic Area. Later on, the infrastructures such as water, electricity and airport has enhanced. Moreover, the tourists started increasing in 1990s, and most residents rely on tourism for living (Su, 1995).

Background of Orchid Island

Orchid Island is a 45 km² high island off the southeastern coast of Taiwan.

Recently, more than 5000 residents living on the island (Ministry of Household, 2013). Besides aboriginal cultures, Orchid Island is also famous for nature resources.

The aborigines, Tao has lived on the island for centuries. Tao’s industries on the islands remained primary industrial sectors such as farming (mainly slash and burn), livestock and fishing sectors for a long time. Besides tourism, the industries on the island still remain farming (mainly slash and burn), livestock and fishing; most interesting, women and men work cooperatively. Likewise, the flying fish is

considered the most important food which is necessary for aboriginal festivals.

Tourism development in Orchid Island remain slow and steady. Because of rich nature natural and cultural tourism resources, Orchid Island seems to have potential in tourism. However, the limitation of transportation, qualities of accommodations and lack of infrastructures put a sever drawback in development. As a result, the balance of conservation and development still remain a great problem (Chen, 2007).

2. Research Design

In this research, researcher aimed at exploring tourism development stages as well as investigating tourism impacts and community QOL. Thus, researcher divided the research into two steps, secondary data analysis and survey.

Firstly, secondary data analysis is used to explore tourism development stages based on Tourism Area Life Cycle (TALC) model (Butler 1980, Haywood, 1986; Toh et al., 2001; Kim, Uysal, & Sirgy, 2012). Besides secondary data analysis, Delphi was applied in survey of researchers. The conceptual graph of TALC model (Butler 1980) was given for the participants to portray the development stages in order to prevent misleading.

On the other hand, tourism impacts were mainly focused on the impacts brought by tourism development. For all indicators investigating tourism impacts, researchers

evaluated all items from present empirical studies (Dyer, et al., 2007; Ko & Stewart, 2002; Lankford & Howard, 1994; Liu & Var, 1986; Milman & Pizam, 1988; Perdue, et al., 1987; Vargas-Sánchez, et al., 2009; Yu, et al., 2009). Then, all the included impacts could be composed of economics, environment, culture and community QOL.

However, for more detailed indicators for impacts on residents, researchers also analyze community services, community conditions and satisfaction in living qualities. In addition, all involved indicators were developed from previous studies (Andereck & Nyaupane, 2010; Dyer, et al., 2007; Ko & Stewart, 2002; Lankford &

Howard, 1994; Liu & Var, 1986; Milman & Pizam, 1988; Perdue, et al., 1987; Sirgy

& Cornwell, 2001; Sirgy, et al., 2000; Vargas-Sánchez, et al., 2009; Yu, et al., 2009).

As for measuring tourism impacts, the survey in Delphi panel encompassed items of tourism impacts in economics, environment, culture, community services, community conditions and satisfaction in living qualities. The measurement was designed as a checklist about the impacts. After second check from Delphi panel, researchers provided online survey systems for residents and tourists. Moreover, the survey contained scales of importance, satisfaction, and perceived tourism effect rating (Yu, et al., 2009). All the respondents for surveying must rate both importance (1 to 5, from not important at all to extremely important) and satisfaction (1 to 5, from not at all satisfied to extremely satisfied) with each indicator. Finally, for the effect of

tourism were graded from 1 to 5, and the rating symbolized the degree of tourism greatly decreases or tourism greatly increases (Yu, 2011).

The reasons why researcher implemented Delphi panel in the middle of investigation could be explained in two aspects. Firstly, Delphi could be used as a second check the results came out after secondary data analysis. Because TALC model was often brought out for tourism development stages conceptually,

researchers tried to recheck whether our results were coincide with the professionals.

Secondly, it has pretested the tourism impacts. Although a great amount of research indicated numerous possible impacts toward residents, using Delphi panel could validate measurement. The following figure illustrates research process.

Fig. 3-1 Study Process

3. Data Collection

Secondary Data Analysis

From literature, Haywood (1986) indicated that stage identifications could be relied on the percentage of tourist arrivals and annual growth rate. Therefore, author used tourist numbers as the secondary indicator to cognize tourism development in the four study sites.

Firstly, data were collected from Tourism Bureau in Taiwan website to find out tourist numbers as for tourist arrivals. After visiting the database, researcher collected all data about visitors in the principal scenic spots from year 1986 to 2012 (Tourism Bureau, 2013). To run for TALC model, researcher identified the locations for every single spot and sorted them into the four study sites.

The second process is to understand the population shift so as to be another indicator for tourism impacts. In our research, researcher also observe population shift in the four study sites to understand the potential or existing impacts. The population data were from the Ministry of Household (http://www.ris.gov.tw/). All data were grouped by study sites chronically.

Delphi Panel

Delphi method is an organized expert panel for systematic, collaborative

estimating insights toward one specific issue. Norman Dalkey, Olaf Helmer proposed a method in 1963, and the method relied on a panel of experts in two rounds. All experts involved were encouraged to propose their own thoughts without face to face.

Mostly, Delphi method could be used in policy making, education and estimation (Rowe and Wright, 1999, 2000; Green, Armstrong, and Graefe, 2007).

To better understand tourism impacts, researcher formed up an expert panel for professional feedback. All candidates were selected into groups of the four study sites

based on their expertise. To construct Delphi Panel, the survey list was selected from National Digital Library of Theses and Dissertations in Taiwan. The participants for Delphi were professionals selected by research which must include at least one related study site. After selecting professionals, researchers acquired 35 people for Little Liuqiu, 58 people for Penghu, 11 people for Green Island and 5 for Orchid Island. The second step was to select randomly of the professionals for each study site. However, the sample for Orchid Island was not enough, researcher took general investigation instead of sampling. As a result, researcher invited 18 people for Little Liuqiu, 19 people for Penghu, 8 people for Green Island and 5 for Orchid Island. Yet, researcher only invited 8 people for Little Liuqiu, 19 people for Penghu, 8 people for Green Island and 5 for Orchid Island successfully. The last step was to generate an online survey system for Delphi panel respondents. The online survey system adopted was on Dosurvey.com (http://www.dosurvey.com.tw). At final, researcher distributed the invitation on 11th February 2014 and finished surveying on 31st March 2014.

In the aspect of tourism development, a given TALC graph led the subjects to answer in which the degree of tourism development was for each study site. The stages were divided into development, stagnation, decline and rejuvenation (Butler 1980; Haywood, 1986; Toh et al., 2001; Kim, Uysal, & Sirgy, 2012). Although theoretical TALC model encompassed 6 stages, researcher simplified into 4 so as to

eliminate vague answers. Besides, the Delphi survey conducted by reference of tourism impact studies as noted in previous section. About tourism impacts, all questions mainly contained positive and negative impacts with their details such as environmental, cultural, services and conditions.

However, in this study, there were two rounds survey. For one reason was that all researcher applied Delphi method as “pre-test.” Thus, Delphi panel was just another method to gather feedback in definite issues. Through doing Delphi, researcher could recollect all possible tourism impacts. The second reason was about research scale.

Researcher defined this research as a prior study for cognizing the development and tourism impacts in offshore islands. In addition, researchers involved would list up different tourism impacts happening in different development stages. Therefore, Delphi panel was another approach of investigation in this study.

Online Survey

This research adopted online survey of tourism impacts toward local people and tourists in terms of their perceptions. Through this survey, researcher could better understand the differences and similarities of potential or existing impacts among each group. Finally, all data collected would go under analysis discussed below.

Survey Method

For tourism impacts online survey, researcher collected public contact

information and sent various emails for invitations of this survey. The survey was posted on Dosurvey.com, and divided into 4 individual surveys of each study site. In addition, researcher adopted volunteer online survey system for residents and tourists in the four study sites to provide their perceptions toward tourism impacts. To

encourage more participants, researcher also cooperated with Pollster.com.

Pollster.com is an online survey company which runs for market research. The survey was distributed by Pollster.com to its members which would be rewarded by bonus.

At final, researcher also offer lottery for several gift certificate to thank for

participants. Additionally, with the help of online survey company, researcher gained over 1004 samples in total.

While Zikmud (2003) recommended mail survey could be most effective for collecting a larger amount samples by spreading the survey geographical limitations in a short time, it was not possible for the researcher to finish under difficult

circumstances. Instead, online survey system would be less expensive, more effective and time-saving (Davis, 1997; Dommeyer & Moriarty, 2000; Pitkow & Recker, 1995;

Tse, 1998; Witte, Amoroso, & Howard, 2000); also, online survey system could be less offensive for Respondents (Walsh, Kiesler, Proull, & Hesse, 1992).

However, online survey system must went under specific design for improved reliability by eliminating sampling errors. Most researchers argued that online survey

system did not meet accessibility to reality. There were common errors such as coverage error, sampling frame and volunteer sample (Li, 2003).

4. Data Analysis

When it comes to data analysis, author may divide into three sections: secondary data analysis, Delphi panel and survey. In this part, researcher would deliberate these analysis respectively.

Secondary Data Analysis

In the first section, researcher tried to recollect all secondary data form Tourism Bureau, and the method used to run for descriptive statistics was Excel. In each study site, researcher focused on tourist arrivals growth rate (TAGR), mean of TAGR and standard deviation. Mostly, tourist arrivals growth rate could combine with standard deviation to identify the four stages in TALC model. (Haywood, 1986; Toh et al., 2001; Kim, Uysal, & Sirgy, 2012)

Table 3-1: Criteria calculation of tourism development stages

Terms Descriptions

M=ΣTi*/N Mean of TAGR

σ=(Σ(Ti*-M)² /N-1)^1/2

Standard Deviation of TAGR Introduction stage (M-0.5σ)~M

Growth stage (M+0.5σ)~Highest TAGR Maturity stage M~(M+0.5σ)

Decline stage Lowest TAGR~(M-0.5σ)

(Sources: Haywood, 1986; Toh et al., 2001; Kim, Uysal, & Sirgy, 2012)

Besides the TAGR and its standard deviation, the selection criteria in the previous studies mentioned above also implied the upper and lower bound for each stage. For beginning stage, researcher could depict the lower bound as the mean of TAGR minus 0.5 standard deviation of the TAGR, and researcher could also noticed the upper bound as the mean of TAGR. Then, maturity stage is defined as the mean of TAGR for lower bound and the mean of TAGR plus 0.5 standard deviation as the upper bound. Furthermore, in growth stage, researcher described the upper bound and the lower bound with the highest TAGR and TAGR plus 0.5 standard deviation respectively. Lastly, for the decline stage, the interval lied in the lowest TAGR to TAGR minus 0.5 standard deviation. By integrating tourism statistics, researcher could categorize the four intervals of TAGR. As a result, these intervals could represent the four stages in TALC model.

After categorizing the four stages, researcher also applied statistical cartography method to allow us portray the developing stages among TALC model. By illustrating an S-curve graph of TAGR growth, researcher simply point out the recent tourism development of each study site.

Afterwards, researcher took population data with tourist arrivals in a ratio. The ratio was called tourist/resident ratio. For tourist/resident ratio, this research examined the degree of tourism impacts in each study site. Tourist/resident could also defined as

“how many tourists should a local person serve? “If the ratio came to its limit, author assumed that the study site might contain more tourist impacts.

Delphi Panel

To analyze the survey for Delphi panel, two critical parts are provided: tourism development stages and tourism impacts. Although researcher had already pointed out tourism development by applying TAGR growth, the participants of Delphi panel might threw different perspectives. As a result, the professionals involved were given a basic graph of TALC (Butler 1980) to portray the development stage of each study site. After the beginning phase, researcher could combine the differences and

similarities to search for the most suitable development stage. Furthermore, through surveying, researcher could recognize positive and negative tourism impacts toward each study site. For detailed impacts such as environment, culture, and services and conditions, professionals involved could give their perceptions. Through reviewing the perceptions, author could successfully explain the residents’ survey and therefore have an insightful realization.

Tourism Impacts Online Survey

The method of analyzing survey was firstly based on descriptive purposes such as frequencies, tendency and variability. As for the attribute datasets, e.g. socio-demographics, geographical proximity to tourism center and the dependency on

tourism, were all stored for comparison and grouping. Next, all datasets for economy, environment, culture, community services, and community conditions, were later listed by frequencies, tendency, and variability. Thirdly, the data collected required to run for one way ANOVA to observe the significance for each tourism impacts. The results helped to analyze the s existing tourism impacts and the degree of impacts, compared with the Delphi pretest. After that, researcher may realize in what aspect and in what way tourism influence residents and tourists on the offshore islands.

CHAPTER FOUR RESULTS

In this chapter, author would demonstrate the results for our research questions.

Basically, our research aimed at (1) observing the tourism development stages of the four offshore study sites and (2) investigating different tourism impacts among different tourism development stages. For that reason, researcher would discuss the results and findings of data analysis. The first section would be the results for

secondary data analysis which mainly focus on the tourist statistics from the Tourism Bureau. Next, researcher would present the results of Delphi panel. Finally, residents’

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