觀光地區吸引遊客重要因素之研究：以墾丁國家公園為例

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(1)國立高雄大學經營管理研究所碩士論文. The Critical Factors of Tourism Areas that Attract Visitors: A Case Study on Ken-ting National Park, Taiwan 觀光地區吸引遊客重要因素之研究：以墾丁國家公園為例. 研究生：方恩指導教授：鄭育仁博士. 中華民國一 O 一年七月.

(2) 致謝辭在國外讀書的這幾年裡，很珍惜在台灣讀書的這個機會，身為一位外籍生，要用自己不熟悉的語言來學習跟寫論文，一邊要學好中文，一邊要跟上同學的學習進度，在時間分配與體力負荷上，真是一大考驗；相對地，經過這段期間的紮實鍛煉，不論是學識的進步或世界觀的擴展，頗有獲益良多不虛此行之感。在這研究所的三年裡，首先誠致的感谢指導教授鄭育仁博士，在論文的研究期間，老師悉心的指導，不時的指導與指點我正確的方向，對於面對的困難與問題，都能適時的提供協助與建議，使我在這些年中獲益匪浅。老師對學問的嚴謹更是我輩學習的典範。感謝鍾莉芳同學及羅景隆同學不厭其煩的指出我研究中的缺失，並且總能在我迷惘困惑時為我解答。當然，鍾曉芳學妹也不能忘記，妳的辛苦幫忙我銘感在心。本論文的完成另外還要感謝好友曉涵，邱珮琦，林佳緯及翁立瑋在研究方法上的協助，鼎力幫忙，因為你們的幫忙及體諒，使得本論文得以更佳的嚴謹與完善完整。最後，僅以此文獻给我摯愛的雙親，一開始為了想學好中文，遠離家鄉到了人生地不熟的台灣，疏於對你們的照顧，感謝您們的栽培及包容，與從未間斷的鼓勵及支持，這份恩情心存感謝。.

(3) The Critical Factors of Tourism Areas that Attract Visitors: A Case Study on Ken-ting National Park, Taiwan Advisor: Dr. Cheng, Yu-Jen Institute of Business and Management National University of Kaohsiung Student: Bang, Eun-Kyoung Institute of Business and Management National University of Kaohsiung Abstract Ken-ting National Park is the most famous tourism destination in Taiwan. This article adopts the Q-sort technique to investigate the critical factors that attract tourist’s decision to visit Ken-ting National Park. Based on expert opinions and literature review this article firstly screens out a set of possible attracting factors for famous tourism destination, and then develops 5 category definitions and 34 statements accordingly as the issues to interview the participants who are visiting at or had ever been to Ken-ting National Park. After interviewing 24 Taiwanese tourists and 12 foreign tourists this article discovers that only 4 category definitions are valid and 17 statements are verified. The outcome of the research indicates that the attracting sequence for Ken-ting area is Nature and Landscape, Entertainment and Recreation, then follows Ecotourism, Drama and Film. As for Culture tourism, this factor is not a major consideration for visiting Ken-ting area. Furthermore, this article also reveals that Taiwanese tourists and foreign tourists have a minor difference in category definition preference. Keywords: Critical Attracting Factors, Tourism, Ken-ting National Park, Q-Sort Technique - i-.

(4) 觀光地區吸引遊客重要因素之研究：以墾丁國家公園為例指導教授:鄭育仁博士國立高雄大學經營管理研究所學生:方恩國立高雄大學經營管理研究所. 摘要墾丁國家公園是台灣最有名的旅遊景點，為探討遊客決定赴墾丁國家公園一遊的重要吸引因素，本文採用 Q-排列技術作為研究的方法。本文首先依據專家意見及過去的文獻篩選出一組可能的吸引因素，接著據以發展出 5 個類別定義及 34 個問題陳述，作為對當時正在墾丁國家公園旅遊或曾經去過墾丁國家公園旅遊的遊客訪談的議題。在訪談過 24 位台灣遊客及 12 位外籍遊客後，本文發現只有 4 類別定義是有效的， 17 個陳述是通過驗證的。這個結果顯示墾丁地區吸引遊客的因素依序是自然景觀，其次是休閒娛樂，生態旅遊，最後才是電影戲劇。至於文化旅遊，則被排除在墾丁地區吸引因素之外。此外，本文的研究也發現，台灣遊客與外籍遊客對墾丁地區吸引因素類別定義的偏好次序並沒有太大的差異。關鍵字：重要吸引因素、旅遊、墾丁國家公園、Q-排列技術. - ii-.

(5) Catalogue Chapter 1 Introduction. 1. 1.1 Research Background. 1. 1.2 Research Motivation and Purpose. 5. 1.3 Research Contributions. 5. 1.4 Research Structure. 6. Chapter 2 Literature Review. 7. 2.1 Recreation and Entertainment Facilities. 7. 2.2 Nature, Scenery, and Landscape. 9. 2.3 Culture. 11. 2.4 Ecology and Environment. 13. 2.5 Drama, Film, and TV. 14. 2.6 Diversification of Touristic Factors. 15. Chapter 3 Research Methodology. 17. 3.1 Q-Sort Technique. 17. 3.2 Expert Opinions. 18. 3.3 Steps of Research. 19. 3.4 Research Quality. 19. Chapter 4 Research Procedure. 21. 4.1 Definitions and Statements. 21. 4.2 Conducting the Field Interview. 21. Chapter 5 Results and Discussions. 23. 5.1 Research Results. 25. 5.2 Research Discussions. 35. 5.3 Research Limitation. 49. Chapter 6 Conclusion. 50. References. 51. Appendix. 58 - iii-.

(6) List of Figures Fig 1. Map of the Study Area. 2. Fig 2. Satellite Picture of the Study Area. 2. Fig 3. South Bay (Nan Wan). 3. Fig 4. Sha Dao Eco-Protection Area. 3. Fig 5. E-Luan-Bi Park. 4. Fig 6. Guan Shan Sunset. 4. - iv-.

(7) List of Tables Table 1.. Number of tourists who visit each national park. 5. Table 2.. Critical visitors attracting category definitions. 21. Table 3.. Critical visitors attracting factors statements (Q-Set). 22. Table 4.. Basic information of interviewees. 23. Table 5.. Interviewee’s appraisal for visitors attracting factors statements 26. Table 6.. Interviewee’s classification for visitors attracting factors statement. 28. Table 7.. Verified statements and valid category definitions. 30. Table 8.. Mean and variance for each statement. 32. Table 9.. The affecting sequence of verified statements and valid category definitions. 33. Table 10.. The top 10 affecting factors of verified statements. 33. Table 11.. The top 10 diverse and accord affecting factors of original statement. 33. Table 12.. The importance sequence of category definitions. 34. Table 13.. Mean and variance for each category definitions. 35. - v-.

(8) Chapter 1 Introduction 1.1 Research Background Ken-ting National Park (KNP), located at the southernmost area of Taiwan, was established on January 1, 1984. It is Taiwan’s first national park sited in the Hengchun Peninsula of Pingtung County, covering Hengchun, Checheng and Manjhou Townships. It is surrounded by the Pacific Ocean, the Taiwan Strait and the Luzon (Bashi) Strait. The Park covers about 181 square kilometers of land; coastal area stretches across 152 square kilometers, weighing in at 333 square kilometers combined. The maps of the research area are shown as Fig.1 and 2.1 The survey conducted by National Taiwan University on Ken-ting's ecological resources began in 1979, including its coasts, topography, geology, wildlife, and plants. Since then, the area has been used for ecotourism, forestry, faunal and botanic research purposes, for science, education use, and intensive recreational use. Their recreational potential was first noticed in the 1980s and tourists visiting began in earnest in 1986 with the establishment of Ken-ting’s first five-star holiday resort hotel. Since the 1980s, the area has been popular summer destination for surfing, water-skiing, scuba diving, sailing, windsurfing, snorkeling, parasailing, and deep-sea diving, not only all kinds of water sports offer entertainment by day but also famous music festivals by night. KNP is also well known for its exotic beach and sunshine, scenic mountain and tropical climate (Fig.3 ~ 6).2 The Spring Scream (Chun-Na) Rock-band Festival3 held in every March, the Spring Wave (Chun-Lang) Music Festival in April, and has long been one of the 1. Source: Adapted from KNP Headquarters. http://www.ktnp.gov.tw/ (2012/07/03) Source: Adapted from KNP Headquarters. http://www.ktnp.gov.tw/ (2012/07/03) 3 A well-known international outdoor (indie band) music festival held inside KNP since 1995. The event length has been between 2 to 11 days and as many as 300 acts on 8 stages. It also features a film festivals art exhibits, DJs, stalls, food vendors and camping. 2. - 1-.

(9) most popular resorts in Taiwan, attracting millions of both domestic and foreign tourists every year. The KNP incorporates most of Hengchun and Manjhou and a small part of Checheng area and contains important scenic, historic, recreational, and ecological values.. Fig 1. Map of the Study Area. Fig 2. Satellite Picture of the Study Area - 2-.

(10) Fig 3. South Bay (Nan Wan). Fig 4. ShaDao Eco-Protection Area - 3-.

(11) Fig 5. E-Luan-Bi Park. Fig 6. Guan Shan Sunset - 4-.

(12) 1.2 Research Motivation and Purpose In recent years, annual visitor arrivals in Ken-ting increase steadily comparing to other tourism areas in Taiwan (Table 1). Why does every National Park under the similar conditions could incur different performance? Do there exist particular attracting factors affecting tourists more likely to visit Ken-ting? And will those factors be lasting or temporary phenomena? The above issues shed light on the research interest.. Table 1. Number of tourists who visit each national park Unit : Number of visitors Year. Total. Ken-ting. Mt. Yu. 2001. 15,101,631. 4,989,208. 1,109,816. 2002. 15,118,078. 4,564,798. 2003. 14,809,332. 2004. 15,575,518. 2005. Mt.Yangming. Tailuge. Xueba. 4,568,467. 3,146,067. 300,278. 1,335,454. 4,317,096. 2,906,370. 3,665,953. 1,534,104. 4,559,489. 4,229,467. 1,254,867. 16,611,623 4,075,861. 2006. 18,203,069. 2007. Jinmen. Dongsha. Tai River. 987,795. --. --. 557,407. 1,436,953. --. --. 3,332,013. 787,781. 929,992. --. --. 4,854,436. 3,533,037. 608,475. 1,095,236. --. --. 1,349,281. 4,162,307. 5,598,963. 423,146. 1,002,065. --. --. 4,298,546. 1,387,161. 4,823,394. 6,279,061. 456,531. 958,376. --. --. 15,817,833. 3,605,196. 1,349,311. 4,619,109. 4,812,614. 473,496. 958,107. --. --. 2008. 16,528,471. 3,770,775. 1,707,968. 4,180,636. 5,370,497. 611,126. 887,469. --. --. 2009. 18,239,377. 4,489,635. 1,428,731. 4,205,795. 6,501,603. 794,766. 806,657. 12,190. --. 2010. 16,658,391. 6,349,733. 718,879. 3,779,349. 3,702,083. 829,981. 1,020,861. 9,526. 247,979. 2011. 17,304,834. 6,163,823. 973,821. 3,367,445. 3,687,050. 916,095. 1,319,263. 9,657. 867,680. Source: Statistics Bulletin (101/12), Department of Statistics, Ministry of the Interior, Taiwan. 2012.3.24 http://www.moi.gov.tw/chi/chi_news/news_detail.aspx?sn=6065&type_code=01&pages=2/2012.5.14. 1.3 Research Contributions This study examines the critical factors on the decision making of tourists to visit Ken-ting. Two results are received: First, this paper discovers that there are 4 important kind of categories that affect tourists’ decision making for destination, which result one of critical factor in specific place (like National Parks), and come to different performance of attracting tourists. Thus, it provides tourism destinations to reconsider their facilities and promrtion - 5-.

(13) strategies for attracting tourists. Second, this article focuses specifically on the effect of well-known factors for tourism destination. The outcomes of this article revise some past perceived effective attracting factors are misunderstanded. Based on the findings, we raise some consolidate suggestions for the local tourism firms or governmental administrators that will attract more tourists to Ken-ting. Finally, the conclusion of this study may apply to other tourism areas.. 1.4 Research Structure The outline of the paper is divided ias follows: Chapter 2 gives a brief overview of literatures related to the crtical factors that will attract tourist to tourism spots. Chapter 3 gives an outline on the Q-Sort technique adopted in this article. Chapter 4 provides a better understanding of the research procedure and Chapter 5 discusses the research results obtained followed by Chapter 6 which is the conclusion.. - 6-.

(14) Chapter 2 Literature Review Tourism means different things to different visitors. This chapter reviews related literatures on attracting factors for tourists to visit tourism areas. Schmitt (1999, 2003) concluded that the main value driver for tourists is the holistic experience which results from the interaction of sensorial (sense), affective (feel), cognitive (think), behavioral (act) and social (relate) experiences. The tourism attracting factors in Ken-ting are therefore arranged into five categorys and the diversification of touristic factors will also be discussed in this chapter.. 2.1 Recreation and Entertainment Facilities Recreation and entertainment are the purposes for people to visit tourism areas. To understand the value they place on these resources is becoming more important. Steven et al. (2011) proposed that nature-based recreation including wildlife viewing, hiking, running, cycling, canoeing, horse riding and dog walking. Shrestha et al. (2007) analyzed visitors’ demand for nature-based recreation in the Apalachicola River region of Florida and found that tourists are increasingly interested in visiting natural areas, forests, parks, and preserves. They also showed that plans to develop nature-based recreation are not necessarily required in raising economic value. Tourists are typically motivated by needs for relaxation (Hu and Wen, 2009) to help them escape from daily routines. The unique or specific entertainment and recreation facilities in tourism areas can fulfill people’s need for enjoyment and relaxation (Timothy, 2005). Tourism is most regarded as the leisure and recreation paradigm (Leiper, 1979; Mathieson and Wall, 1982; Murphy, 1986). According to Hjerpe and Kim (2007), over 22,000. - 7-.

(15) people rafted on the Colorado River through Grand Canyon National Park in 2001. Tourism users are often perceived as those people who demand extrinsic recreational facilities (Gray, 1991). Because the meanings of activity are defined by its participant, different participants may receive different experience from the same activity. Therefore, visiting to the same tourism areas, some may be tourists, while others may describe themselves as recreational users. Basically, recreation is an emotive activity. Recreation, such as nature walks, horseback riding, hiking, driving for pleasure, mountain climbing, and others may also be considered as tourism activities (Colton, 1987). Recreation resources can be regarded as important tourism attracting factors. For coastal and marine areas, for example, approximately 30% of Hawai’i households had at least one person who participated in recreational fishing in 2004 (QMark, 2005). As the popularity of coastal and marine areas for tourism and recreation increases, concerns are raised that additional use may reduce the quality of user experiences and damage the condition of facilities (Lück, 2008; Orams, 1999). Adventure recreation is, according to Ewert (1989), “deliberate seeking of risk and uncertainty of outcome” which involves activities and specific skills in outdoor settings. Martin and Priest (1986) stated that adventure tourism is focus on adventure recreation. Such experience is characterized by the interplay of competence and risk. Weber (2001) suggested that adventure tourism is essentially viewed as an extension of adventure/outdoor recreation. Petrosillo et al. (2007) focused on tourists’ awareness of being in a marine protected area (MPA), tourists’ opinion on management activities, the importance of natural attractiveness components, tourists’ satisfaction with recreational experience and willingness to come back, and on tourists’ awareness of their environmental impacts. In addition, festival and visiting heritage can be regarded as recreation facilities. Mason and Paggiaro (2012) studied the food and wine events in “Friuli DOC” Italian festival. They - 8-.

(16) confirmed that the concept of physical environment is also in the fields of entertainment marketing and culinary tourism. The festival enriches the touristic offer of the Friuli region by increasing the value of local territory, and also offers an opportunity of entertainment and feast. Teo and Huang (1995) investigated the success of Singapore’s Civic and Cultural District as a conservation project. They revealed that tourists were attracted by the facades of old colonial buildings that have been carefully restored. A traditional understanding of tourism tends to stress tourism as a quest for novel experience that is different from what tourists have experienced previously. However, Franklin (2003, p.53) indicated that “what many tourists seem to enjoy is the return to the familiar.” Li et al. (2008) showed that experienced and non-experienced tourists have different tourism behaviors. First-timers’ behaviors are more tourism/travel oriented, while repeaters’ behaviors demonstrate a recreation/activity orientation. Moreover, first-timers are more active travel planners, while repeaters indicate more positive post trip evaluations.. 2.2 Nature, Scenery, and Landscape Landscape quality and management have always been defined in the context of ecological characteristics (Zurlini et al., 1999). Considered the relationship between individual visitor’s on-site experiences and the degree of preference for Doñana National Park landscapes (plains, dunes, marshes), given that this interaction has positive effects on their attitudes towards its landscape, Múgica. and De Lucio (1996) suggested the importance of providing more opportunities for visitors to interact with the park’s peculiar and unique features. Gurung and Seeland (2008) analyzed the tourism in Bhutan and found that visitors interested in the natural beauty of the Himalayan kingdom stay longer than those who come to experience its culture. - 9-.

(17) Most tourists crowd in the peak season but are scarce during the rest of the year. Hinch et al. (2001) asked visitors to Fort Edmonton Park, Alberta the importance of factors like weather conditions and school and work commitments in their future decisions to visit this attraction. The importance of such constraints is different in different season. Denstadli et al. (2011) examined summer vacationers’ perceptions of weather conditions in Scandinavia. Aims at understanding the relations between weather expectations, weather perceptions, and adaptive tourist behavior, they showed that most tourists considered weather conditions during their stay to be fairly good and that weather aspects have relatively small behavioral impacts. Caletrío (2011) discussed tourists’ tolerance to landscape change at three elements articulating notions of the ‘natural’: (1) an inclination to favor the anesthetization of landscape; (2) the significance of comparisons with other places; (3) the significance of the sea as a ‘natural’ entity. Norton (1996) modified the circuit of culture model of cultural communication and developed a conceptualization of safari tourism as an arena of nature negotiation. He concluded that tourists can not build any imaginative geography from leisure space since only certain interpretations are available within the circuit of culture. Gössling and Hall (2006) indicated that tourism depends heavily on natural resources such as jungles, forests, mountains, rivers, lakes, beaches, coastlines as well as the vistas and weather conditions associated with many of these landscapes. These resources are potentially crucial to the attraction of most destinations Climate is defined as the prevailing condition of the atmosphere deduced from long periods of observation. By contrast, weather is the state of the atmosphere of the earth’s surface in a given place at a given time. Adaptation to climate change is often regarded as the. - 10-.

(18) formulation of explicit strategies and policies to reduce vulnerability to climatic variability (Adger et al., 2003; Klein et al., 2007). Martín (2005) examined the relationship among climate, weather, and tourism from the perspective of the geography of tourism and climatology. Martín (2005) also suggested that agents in tourism must be made aware of the need to incorporate aspects of climate and weather into the design and development of their various projects.. 2.3 Culture An early definition of culture was defined as “the complex whole which includes knowledge, belief, art, morals, custom and any other capabilities and habit acquired by man as a member of society” (McCort and Malhotra, 1993). Soares et al. (2007) emphasized that culture is an affecting aspect of human life in a society. Ceballos-Lascurain (1987) defined cultural tourism is tourists seeking to know about and sustain natural environments, and also wishing to learn about the cultures associated with such places and the need to sustain local communities. Given the relationship between land and indigenous peoples, the two components of environmental conservation and cultural development are closely entwined. Cultural tourism is applied to a wide range of activities, such as heritage and attendance at performances of music, dance and theatre. The growth of cultural and heritage tourism is a major trend in tourism world-wide (Chang et al., 1996; Kim et al., 2007). Some countries with ancient history promote culture as a tourism attraction, e.g. Belize in Central America markets Mayan cultural history and New Zealand advocates Maori culture for tourism (Ramsey and Everitt, 2008; Ryan, 2002). Culture's influence on purchasing and consumption tourism products and services may be contingent on age, first-time versus repeat visits, and holiday versus visiting friends and relatives (Woodside et al., 2011).. - 11-.

(19) Cultural tourism has been perceived as both a growth market and an alternative tourism form. The rich heritage of most of Central and Eastern Europe countries symbolize by spectacular built heritage and the diversity and legacy of many performing arts. Those cultural resources are unique selling points on which to base their promotion and image formation and to influence tourist flows (Hughes and Allen, 2005). Chang and Liu (2009) pointed out that temple fairs attract millions of domestic and international visitors annually in Taiwan. Chang and Yeoh (1999) studied the ``New Asia-Singapore'' marketing tagline for Singapore’s tourism development. They found that reconfigured “cultural stock” and repackaged “cultural landscapes” of local cultural identities can enhance the cultural offerings. To develop cultural tourism, Richards (2011) suggested that creativity should be employed to shift traditional cultural tourism from tangible heritage towards more intangible culture and greater involvement with the daily life of the tourism areas. For example, Xie et al. (2007) expressed that Hip-Hop is a new cultural phenomenon originating in the US. By inspiring creativity, Hip-Hop evolved from “folk culture” to “popular culture”, and eventually to “mass culture” consumed in many ways. Hip-Hop tourism ranges from specific visits to sightsee to a combination of music, commercial and special events and has become a distinct component of cultural tourism. Culture is often combined with other factors. For example, a cultural landscape is an area where the landforms have been created by human culture as well as by nature; human culture has been created by the landscape as well as the people; and each now depends upon and continues to exist because of the other. From a tourism perspective, culture and scenery are inextricably integrated (Buckley et al., 2008). Kim et al. (2007) further grouped the cultural attractions into four main types: (1) festival and musical attractions, (2) commercial recreation parks, (3) local festivals, and (4) - 12-.

(20) fairs, and knowledge/aesthetic seeking attractions. They showed that the participation patterns for different cultural attractions were determined by socioeconomic/demographic characteristics and the number/distance of trips. The effects of such traits on participation patterns by cultural tourists were different according to the unique nature of each cultural attraction.. 2.4 Ecology and Environment Ecosystems provide services essential to life-fulfilling conditions, such as serenity, beauty, cultural inspiration and recreation (Daily, 1997). Recreation and tourism activities in protected areas often bring in negative environmental impact (Steven et al., 2011). For example, recreation and tourism results in impacts in Australian protected areas come from infrastructure and the activities (Pickering et al., 2010). For subalpine grassland in Australia, hiking and mountain biking appear to have a range of negative impacts on vegetation and soils as well as on water and fauna (Pickering et al., 2011). In the construction of huts, lodges, hotels, roads, campgrounds and other facilities, native vegetation is cleared and replaced by either non-native vegetation or a built environment (Spellerberg, 1998). The increase of biodiversity is the most highly valued feature by the national park visitors. The protection of biodiversity and recreational and tourism use of national parks can cause conflicting welfare effects (Juutinen et al., 2011). Fennell defined ecotourism as “A sustainable form of natural resource-based tourism that focuses primarily on experiencing and learning about nature, and which is ethically managed to be low-impact, non-consumptive, and locally oriented (control, benefits, and scale). It typically occurs in natural areas, and should contribute to the conservation or preservation of such areas (Fennell, 2003:). Tourism development inevitably damages the environment and result in resource loss - 13-.

(21) and conflicts of interest between stakeholders (Kousis, 2000; Kuvan and Akan, 2005). As Boyd and Butler (1996) pointed out that early ecotourism destinations had already suffered extensive impacts from increased numbers of tourists. It is imperative that only those areas which are suitable for ecotourism can be developed. Raymond et al. (2009) presented the community values mapping method to build the concept of natural capital and ecosystem services. They adopted landscape values methodology to link local perception of place to measure environmental values at the landscape level. They found that the most highly valued ecosystem services were recreation and tourism, bequest, intrinsic and existence, fresh water provision, water regulation and food provision. Natural capital asset and ecosystem service values varied at both sub-regional and place-specific scales. A branch of ecotourism, based on interactions with wildlife, is increasing in popularity across the world. Wildlife resources for non-consumptive wildlife-oriented recreation (NCWOR) tourism have substantial economic potential, if well managed, which can result in the. long-term. conservation. of. wildlife. resources.. (Wilson. and. Tisdell,. 2001). Non-consumptive uses of wildlife resources involve varied activities with a multiplicity of levels of organization all of which will influence the level and types of its impact (Boyle and Samson, 1985). Reynolds and Braithwaite (2001) suggested that the values of conservation, animal welfare, visitor satisfaction, and profitability are often in conflict in wildlife tourism, therefore, trade-offs are necessary.. 2.5 Drama, Film, and TV Frost (2006) discussed that films and television dramas can create attractive destination images and accordingly draw tourists to those destinations. Kim et al. (2007) indicated that TV dramas can change the image of a tourism destination. The onscreen locations and scenes - 14-.

(22) in films and television dramas may attract viewers’ attention. Film tourism is usually recognized as a driver of tourism development for many tourism areas. Film tourism is tourist activity induced by viewing moving image, and is accepted as forms of film, television, pre-recorded products (e.g., video/DVD/Blu-Ray) (Evans, 1997; Hudson and Ritchie, 2006). Su et al. (2011) examined the ways in which Korean TV dramas affect Taiwanese consumers’ attitudes toward the locations where the dramas were filmed. They showed that the relationship between consumers’ attitudes toward the character and their attitudes toward the location is significant only for those viewers with high perceived cultural proximity between Taiwan and Korea. Kim (2012) investigated the extent of audience involvement or engagement with a serialized TV drama affects their actual on-site film tourism experiences. Kim indicated that audience’s emotional and behavioural involvement was the main driver that positively affects their on-site film tourism experiences. The results also identified that the more emotional involvement audience developed through viewing the TV drama, the greater the likelihood of them to visit film tourism locations. According to Connell (2012), film tourism can take a number of different forms and activities: (1) Visits to locations portrayed within a specific film/television production; (2) Visits to studio sets; (3) Visits to specific film/TV theme parks and attractions; (4) Visits to themed attractions with a film theme; (5) Visits to locations where filming is taking place; (6) Visits to a location marketed as a filmic location; (7) Participation in organized tours of film locations; (8) Participation in organized tours of film celebrity homes, haunts and associated film sites; (9) Visits to film festivals; (10) Visits to destinations for film premieres.. 2.6 Diversification of Touristic Factors Tourists seldom visit a tourism area for only one specific attracting factor. Diversification of touristic products referred to as tourism package which will create some - 15-.

(23) strength of attraction. In many destinations, tourists are attracted by cultural heritage, such as dress and dance, arts and architecture, food and song. Some commercial tourism products also include separated components regarding natural and cultural attractions (Buckley, 2000). Emekli and Baykal (2011) mentioned that the types of tourism include: youth tourism, third age tourism, plateau tourism, golf tourism, faith tourism, health tourism, thermal tourism, winter tourism, cave tourism, congress tourism, hunting tourism, rural tourism, white water tourism, cultural tourism, yacht tourism, botanic tourism, ecotourism and sports tourism might be utilized in diversification of touristic products. Recognize that Bornova (Izmir) is endowed by natural and cultural resources, they concluded that those resources of Bornova might be utilized through ecotourism, rural tourism and cultural tourism, and developed as touristic products.. - 16-.

(24) Chapter 3 Research Methodology This article adopts case study methodology in the qualitative research regime. Based on previous literatures review and expert opinions, statements and definitions are arranged and classified. Then a Q-sort technique is applied to handle received data. Criteria to ensure research quality during research procedure will be proposed in this chapter.. 3.1 Q-Sort Technique The Q-sort technique is also called as Q methodology or Q-technique. Q-sort technique was originally developed by psychologists as a means to examine personal traits. Dennis and Goldberg (1996) stated that Q-sort technique is a combination of qualitative and quantitative research methodology. Q-sort technique can qualitatively collect data and quantitatively analyze received data. Q-sort technique with the ability to uncover a person’s underlying values makes it ideal for identifying the basic factors that drive purchasing behavior (Brown, 1986). Although it is often directed at priorities and suspected rank orders (Tractinsky and Jarvenpaa, 1995), the technique is especially suited to cases where the very existence of concepts has not been established. Q-sort is not a technique from which results could be generalized without confirmatory factor analysis. This preliminary technique will be followed by more empirical approaches (McKeown and Thomas, 1988). In general, the output of Q-sort could be seen as a proof of reliability or a cognitive pattern (Thomas and Baas, 1992). Essentially, Q-sort is about finding concepts. It categorizes scales, assigning the most appropriate statement to the measured construct while eliminating the meaningless one (content validity) in order to avoid an unambiguous variable definition. By requiring respondents to sort statements into different groups, many problems associated with questionnaires could be avoided (Kendall and Kendall, 1993). - 17-.

(25) This article adopts Ekinci and Riley’s (1999) study on measuring service quality in the hotel industry, there are three stages in the initial application including: 1. Create a set of construct definitions by inductive (literature review) or deductive (expert opinions) methods (Hinkin and Schriesheim, 1989); 2. Create sets of statements which nominally represent those definitions; and 3. Test, in order to avoid forced choices that would run the risk of a false conclusion, whether subjects are asked to combine the statements with the definitions on a “free sort” basis with the option of “not applicable.” If none or few of the statements qualify, it means the definitions may be wrong or the construct does not exist. Two defining rules are set to judge the final result when using the Q-sort technique. 1. A definition only exists if at least two statements legitimately describe it. 2. For a statement to be legitimate, 70 percent of the sample must have allocated it to the same definition. In other words, a definition exists if 70 percent of the sample agrees that the two statements describe it. In addition, at least four to six statements per definition should be obtained in order to get the internal consistency (reliability) of a definition (Hinkin et al., 1997).. 3.2 Expert Opinions For assembling the affecting factors concerning about attracting tourists, this paper surveys not only the existing literatures but will also interview 5 to 8 tourism experts. All of those experts have administrated tourism industry or have run the tourism activities for at. - 18-.

(26) least 15 years. They will provide some considerations which are taken into account when making tourism decisions in the real world. All the factors collected from literatures and expert opinions are arranged and classified as the basis of statements and definitions before applying Q-sort technique.. 3.3 Steps of Research 1. According to past literatures and expert opinions, write down statements and definitions concerning about critical factors which affect tourists while they are making tourism decisions; 2. Interview with tourists. Ask them to decide whether each statement mentioned above accord with their actual tourism behavior. If not, put the statement into “NOT AGREE” definition category; 3. Put each consensus statement into the appropriate definition category and decide a proper number (1 to 5) to indicate the level of impact. If there is no fitting definition category, put it into “NOT APPLICABLE” definition category; 4. Apply Q-sort technique and its judging rules to find out the legitimated statements and existed definitions. 5. Explain the philosophy of final results and make a conclusion.. 3.4 Research Quality This paper adopts the case study methodology to explore the critical factors which affect tourists while they are making tourism decisions. A major concern with case study research is rigor in its design. Mayring (2002) and Yin (2003) indicated that the quality of research designs is ensured - 19-.

(27) by aiming for validity (i.e. is the stated evidence valid?), and reliability (i.e. is the stated evidence correct?) Mayring (2002) proposes six quality factors for qualitative research: (1) process documentation, (2) safeguarding interpretations by arguments, (3) research process structured by rules of conduct, (4) closeness to the study item, (5) communicative validation, and (6) triangulation. Yin (2003) introduced four tests to safeguard the quality and the overall validity of case study research. 1. Construct validity requires that investigators develop “a sufficiently operational set of measures” that preclude “subjective judgments”. 2. Internal validity requires investigators to establish whether the right cause and effect relationships have been established. 3. External validity deals with the question of the applicability of findings beyond the population under study. 4. Reliability can be increased through documenting the research process to such an extent that data could be duplicated even if collected at another time or through another researcher. According to the above discussion, this article will stick to the following facts to improve research quality. Construct validity is achieved through triangulation of multiple data sources, a chain of evidence, and key informant reviews. Since this paper adopts the Q-sort technique, internal validity is guaranteed by two build-in defining rules for judging the final results. External validity will be achieved by comparison the findings of this paper with other literatures where, based on the theory, similar results would be expected across cases. As for reliability, all of the documents collected, interview records, and sorting data accrued by informants will be well documented. - 20-.

(28) Chapter 4 Research Procedure 4.1 Definitions and Statements Based on past literatures and expert opinions, 4 this article rearranged the visitors attracting factors in Ken-ting into 5 category definitions and 34 statements as Table 2 and Table 3.. Table 2. Critical visitors attracting category definitions 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). 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. - 21-.

(29) 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.. - 22-.

(30) Table 4. Basic information of interviewees Gender # Age No. Times to visit Ken-ting #. Male 17. Female 19. 15~19 4. 20~30 15. 31~40 7. 41~60 6. ~2. 2~5. 5~10. 10~. 6. 7. 7. 15. Nationality #. Taiwanese 24. Foreigners 12. Cape No. 7 #. Yes 24. No 12. 61~ 4. 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; each interview will take about 1.5 to 2 hours. The interview procedure is narrated as follows.. - 23-.

(31) (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”. (c) Additional extentions 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.. - 24-.

(32) 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.. - 25-.

(33) Table 5. Interviewee’s appraisal for visitors attracting factors statements Item T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12 T13 T14 T15 T16 T17 T18 1. 1. 5. 2. 2. 5. 1. 1. 4. 5. 5. 5. 2. 2. 0. 4. 3. 5. 5. 2. 0. 1. 2. 2. 1. 0. 4. 4. 0. 3. 3. 0. 0. 1. 1. 3. 4. 5. 3. 1. 4. 3. 3. 5. 0. 5. 4. 5. 2. 2. 3. 2. 5. 1. 3. 0. 4. 3. 0. 1. 4. 4. 4. 0. 2. 1. 0. 5. 4. 0. 0. 0. 0. 5. 3. 2. 5. 1. 3. 1. 1. 5. 5. 1. 5. 5. 2. 4. 2. 2. 0. 4. 0. 0. 4. 6. 4. 5. 4. 5. 5. 1. 5. 5. 5. 0. 4. 5. 4. 5. 3. 3. 3. 5. 7. 2. 0. 4. 5. 5. 5. 3. 4. 5. 5. 5. 5. 4. 5. 5. 3. 4. 5. 8. 0. 0. 5. 1. 0. 0. 3. 1. 5. 1. 4. 1. 1. 0. 0. 0. 5. 0. 9. 0. 0. 0. 3. 0. 0. 3. 2. 0. 1. 4. 1. 1. 0. 0. 3. 4. 2. 10. 3. 2. 2. 3. 0. 1. 1. 4. 4. 0. 0. 4. 3. 3. 4. 0. 3. 4. 11. 0. 5. 4. 1. 0. 1. 1. 4. 0. 5. 1. 5. 1. 1. 0. 2. 3. 0. 12. 3. 3. 1. 1. 5. 5. 1. 4. 4. 1. 4. 3. 1. 0. 3. 0. 0. 1. 13. 4. 5. 4. 5. 5. 5. 5. 4. 4. 1. 5. 5. 4. 3. 5. 3. 5. 5. 14. 4. 0. 2. 5. 1. 5. 3. 4. 3. 0. 4. 1. 1. 0. 1. 0. 0. 1. 15. 5. 3. 4. 5. 5. 0. 3. 4. 4. 5. 3. 4. 3. 5. 5. 3. 5. 5. 16. 2. 4. 3. 4. 1. 1. 3. 4. 0. 1. 3. 5. 5. 3. 5. 3. 0. 3. 17. 4. 2. 1. 3. 0. 0. 2. 4. 0. 0. 1. 4. 2. 3. 1. 2. 5. 5. 18. 4. 3. 1. 4. 0. 2. 4. 4. 3. 1. 3. 5. 4. 4. 4. 3. 5. 5. 19. 1. 3. 0. 1. 5. 5. 1. 4. 3. 0. 4. 1. 2. 1. 0. 0. 0. 2. 20. 0. 1. 0. 1. 0. 0. 0. 0. 0. 0. 1. 0. 0. 0. 0. 3. 5. 0. 21. 3. 1. 1. 4. 1. 0. 1. 1. 4. 0. 2. 3. 2. 5. 1. 3. 4. 1. 22. 0. 4. 1. 1. 4. 0. 4. 0. 5. 0. 4. 1. 1. 3. 5. 5. 3. 4. 23. 0. 1. 0. 1. 0. 0. 1. 0. 0. 0. 0. 1. 1. 3. 0. 0. 5. 4. 24. 1. 3. 2. 5. 4. 3. 4. 5. 4. 1. 5. 5. 3. 2. 5. 3. 5. 4. 25. 1. 2. 2. 1. 0. 0. 0. 5. 4. 0. 1. 4. 2. 2. 0. 3. 5. 5. 26. 3. 2. 1. 4. 4. 1. 5. 5. 5. 1. 1. 3. 3. 3. 2. 3. 0. 5. 27. 1. 5. 5. 5. 5. 2. 0. 2. 4. 5. 4. 1. 1. 3. 5. 5. 5. 4. 28. 3. 3. 1. 4. 2. 0. 0. 3. 5. 0. 0. 4. 3. 3. 1. 3. 0. 1. 29. 5. 5. 3. 5. 5. 0. 2. 4. 0. 5. 5. 0. 0. 2. 3. 5. 5. 3. 30. 4. 3. 4. 3. 4. 0. 4. 5. 4. 0. 2. 5. 3. 3. 2. 3. 5. 4. 31. 4. 3. 1. 3. 3. 5. 3. 0. 4. 1. 5. 1. 2. 1. 4. 0. 0. 2. 32. 0. 5. 4. 1. 0. 0. 1. 4. 0. 5. 1. 4. 1. 0. 2. 3. 0. 0. 33. 2. 2. 1. 0. 0. 0. 4. 3. 0. 0. 1. 1. 1. 1. 2. 0. 2. 0. 34. 2. 3. 3. 0. 5. 0. 0. 5. 4. 0. 2. 4. 1. 3. 4. 0. 1. 0. T##--denote Taiwanese interviewees;. F##--denote Foreign interviewees. - 26-.

(34) Table 5. Interviewee’s appraisal for visitors attracting factors statements (Cont.) Item T19 T20 T21 T22 T23 T24 F1 F2 F3 F4 F5 F6 F7 F8 F9 F10 F11 F12 1. 0. 4. 4. 4. 5. 4. 0. 3. 4. 4. 4. 5. 4. 1. 3. 0. 1. 3. 2. 0. 4. 0. 3. 1. 3. 1. 0. 4. 4. 3. 4. 0. 1. 5. 1. 2. 2. 3. 3. 3. 5. 5. 4. 3. 4. 3. 2. 4. 3. 4. 1. 2. 5. 3. 5. 3. 3. 0. 4. 0. 2. 1. 1. 0. 4. 0. 4. 2. 3. 4. 2. 4. 0. 0. 4. 5. 0. 2. 3. 4. 1. 0. 0. 1. 4. 4. 2. 1. 0. 0. 0. 0. 0. 2. 6. 2. 3. 4. 5. 1. 3. 5. 5. 5. 4. 4. 4. 3. 1. 4. 4. 4. 3. 7. 5. 4. 3. 5. 4. 5. 4. 4. 5. 3. 3. 4. 5. 5. 5. 4. 4. 4. 8. 0. 4. 1. 4. 1. 0. 0. 2. 4. 4. 3. 3. 5. 4. 0. 0. 0. 0. 9. 0. 3. 0. 3. 1. 1. 0. 0. 0. 2. 3. 0. 0. 0. 3. 0. 0. 3. 10. 4. 2. 4. 4. 1. 2. 2. 0. 4. 1. 3. 4. 3. 2. 4. 4. 2. 1. 11. 0. 5. 0. 1. 1. 0. 1. 2. 0. 5. 3. 0. 0. 0. 3. 0. 0. 3. 12. 0. 3. 3. 4. 1. 1. 0. 1. 2. 4. 3. 1. 0. 0. 0. 0. 0. 1. 13. 3. 4. 5. 4. 5. 5. 5. 4. 5. 4. 3. 3. 1. 3. 5. 5. 4. 5. 14. 0. 2. 1. 0. 1. 3. 0. 0. 0. 2. 3. 3. 0. 0. 0. 0. 0. 1. 15. 2. 4. 5. 4. 4. 5. 4. 1. 4. 5. 4. 5. 4. 4. 5. 4. 4. 4. 16. 5. 2. 3. 5. 4. 3. 3. 2. 2. 5. 3. 5. 4. 3. 5. 4. 2. 2. 17. 5. 3. 4. 3. 1. 2. 3. 2. 4. 3. 4. 4. 0. 0. 3. 3. 0. 1. 18. 4. 4. 5. 4. 4. 5. 3. 1. 4. 4. 4. 3. 0. 0. 5. 5. 5. 4. 19. 0. 2. 1. 1. 1. 2. 0. 1. 2. 3. 3. 3. 0. 0. 0. 0. 0. 1. 20. 0. 2. 0. 1. 0. 0. 0. 0. 0. 1. 2. 4. 0. 0. 0. 0. 0. 1. 21. 3. 4. 5. 4. 5. 2. 1. 2. 4. 3. 3. 4. 0. 0. 2. 1. 2. 2. 22. 0. 3. 2. 3. 3. 1. 3. 3. 4. 2. 3. 4. 5. 4. 5. 1. 1. 2. 23. 0. 3. 3. 2. 4. 0. 3. 3. 1. 5. 3. 2. 0. 0. 5. 0. 0. 1. 24. 4. 4. 3. 4. 5. 4. 5. 5. 4. 3. 4. 4. 2. 1. 3. 4. 4. 3. 25. 5. 3. 1. 4. 1. 1. 1. 1. 1. 1. 4. 3. 0. 0. 0. 0. 0. 0. 26. 4. 4. 5. 4. 3. 2. 1. 2. 5. 3. 3. 4. 3. 1. 4. 3. 2. 2. 27. 0. 5. 5. 5. 4. 3. 2. 5. 5. 4. 3. 5. 5. 5. 3. 4. 3. 5. 28. 2. 2. 5. 4. 1. 2. 1. 1. 3. 2. 3. 4. 0. 0. 3. 2. 4. 2. 29. 0. 3. 2. 4. 1. 4. 3. 5. 3. 4. 3. 3. 5. 3. 5. 3. 5. 5. 30. 0. 4. 5. 4. 1. 2. 3. 0. 4. 5. 3. 3. 4. 3. 5. 5. 3. 3. 31. 0. 2. 3. 4. 1. 3. 1. 0. 2. 5. 3. 3. 0. 0. 0. 0. 0. 3. 32. 0. 5. 0. 0. 1. 3. 0. 2. 0. 5. 2. 0. 0. 0. 5. 4. 3. 4. 33. 0. 3. 0. 0. 1. 1. 1. 0. 1. 1. 4. 3. 1. 0. 1. 0. 0. 0. 34. 0. 3. 0. 3. 0. 2. 3. 0. 1. 2. 3. 3. 0. 0. 4. 2. 0. 0. T##--denote Taiwanese interviewees;. F##--denote Foreign interviewees. - 27-.

(35) Table 6. Interviewee’s classification for visitors attracting factors statements Item T1 T2 T3 T4 T5 T6 T7. T8. T9 T10 T11 T12 T13 T14 T15 T16 T17 T18. 1. A A A. A. A A. A. A. A A. A. A. A. A. A. A. AD. A. 2. A N A. A. A A. A. A. A A. A. A. A. N. A. A. AD. A. 3. B. B B. B. B B. B. B. B B. B. B. N. B. B. B. BD. B. 3. A N A. A. A A. A. A. A A. A. A. A. A. A. A. AD. A. 5. E. E. E. E. E E. E. CE. E. E CE. E. N. E. E. E. E. 6. B. B B. B. B B. B. AB. B B. A. D. BD. B. B. B. BD. B. 7. B N B ABD A D. B. AB. B D. A. D. BD. B. B. B. BD. B. 8. A N B. A. D A. B. A. N A. A. A. A. A. B. A ABD A. 9. A N A. A. A A. A. A. A A. A. A. A. A. A. A. AD. A. 10. C. C C. C. C C. C. AC. B B BC BD BC. A. C. C. B. C. 11. A A A. A. A A. A. AE. A A. 12. E. E. E E. E ABCDE E. 13. C A C,A AC A A C,A. 14. E. E E. E E. 15 A,B B B. E. E E. AC. E. E. C A. E ABCDE E. A AC. A. N. A. A. A. A. E. E. E. E. E. E. E. A. A. A. A. A. CE. E. E. E. E. E. A. AB. A. A. AB. B. CD CD. A. D. AB. D. E. A AC AB. E CE E. AB A B. B. ACD. N A. A. A. 16. A B D ABD B D. D. AD. D D. B. N. 17. A D D. D. D. D D BD D. 18. A B B. B. B B. B. B. B B. B. 19. E. E. E. E E. E. E. E. E. 20. A N A. A. A A. A. A. 21 B,D A A,D ABD B A AD 22. D N B. N. D D. 23. A A A. A. A A. 24. A B D. 25. D D D. D. D D. 26. B. B. D. B. D. B. D. D. D. BD. B. B. D. B. B. E. E. E. E. E. E. E. E. N A. A. D. A. D. A. A. A. A. A. B A. A BD ABD AB. D. A. BD. A. B. B. N D. N. D. AB ABD D. B. D. D. A. A. A A. A. A. A. A. A. A. BD D AD D. D. A A. D AC AD AB. D. A. BD. A. D. D. B B BD D. D. D. D. D. BD. D. B B. C. B. B B BD B. B. B. B. B. B. B. 27 A,B A A. AC A A. A. A. N A. A AD. A. AB. A. A. A. A. 28 B,C C C. BC B B. C. C. B B. N. B. AB AB. B. C. BC. C. 29 A,D A A ABC A A. A. A. A A. A. A. AD AB. A. A. AD. A. 30. A. AB. A. A. AB. A. E. B C. A N C. BD B D. A. N. A A. C. C. N A. N. E. E. E E. E. E. E. E. E CE AE. E. E. E. E. E. 32 A,C C A. A. A A. A. A. N A. A AC CA. N. A. A. A. A. 33. B. B D. N. N B. D. N. N B. D. N. D. B. D. B. N. 34. C. C C. C. C C. C. C. B B BC C. BC. N. B. C. BC. C. 31 C,E E. T##--denote Taiwanese interviewees;. N. A. A. F##--denote Foreign interviewees. - 28-.

(36) Table 6. Interviewee’s classification for visitors attracting factors statements (Cont.) Item T19 T20 T21 T22 T23 T24 F1 F2 F3 F4 F5 F6 F7 F8 F9 F10 F11 F12 1. AC. A. A. A. A. A. A A A. A. A. A. A. A. A. A. A. A. 2. A. A. A. N. A. A. A N A. A. A. A. A. A. A. A. A. A. 3. B. B. B. B. B. B. D B AB D. B. B. B. B. B. B. B. B. 3. A. A. A. N. A. A. A A A. A. A. A. A. A. A. A. A. A. 5. AE. E. E. E. E. E. E C BE E. E. E. E. E. E. E. E. E. 6. B. B. B. B. A. B. B B B. B. B. B. B. B. B. B. B. B. 7. BD. B. B. B. A. B. B B B. B. D. B. B. B. B. B. ABC A. N. A. A. N. D A AB B. A. A. N. A. N. N. A. N. 8. BA AB. 9. A. A. A. N. A. A. A A A. A. A. A. A. A. A. A. A. A. 10. BC. C. C. B. A. C. B C BC C. C. BC. C. C. C. C. C. C. 11. AC. A. A. N. A. C. A C A. A. A. C. C. A. C. C. C. C. 12. AE. E. E. E. E. E. E E AE E. E. N. E. E. E. E. E. E. 13. AC. B. A. A. A. C. C A A. A. C. A. C. C. C. C. C. C. 14. E. E. E. E. E. E. E E E. A. E. N. E. E. E. E. E. E. 15. AB. D. A. A. A. A. B N AD A. A. AB. A. A. AC. A. CA. A. 16 ABD C. A. A. A. D. B D AD BC. N. A. D AD. D. D. N. D. 17. BD. D. D. A. D. D. D D D. B. D. BD. D. D. D. D. D. D. 18. BD. C. B. A. D. B. D B B. B. B. D. B. B. B. B. B. B. 19. AE. E. E. E. E. E. E E E. B. E. N. E. E. E. E. E. E. 20. AD. D. A. A. A. A. D N D. A. A. A. A. A. A. A. A. A. 21 ABD B. B. A. A. D. D A BD A. A. A. B. BD. D. D. D. D. 22. D. D. D. A. A. N. N D D. A. D. C. B. B. B. B. B. B. 23. A. A. A. A. A. A. N A A. A. N. A. A. A. A. A. A. A. 24. AD. D. D. A. A. D. D A D. E. D. B. B. B. B. B BDA B. 25. D. D. D. A. D. D. D D D. B. D. B. D. D. 26. BC. B. C. BA. B. N. B A B. B. B. B. N. B. 27. AC. A. A. A. A. B. A A A. A. A. A. 28. C. B. C. BA. A. C. B D B. B. B. AC. N. 29. AC. A. A. A. A. A. D A B. A. A. A. 30. A. A. A. A. A. C. N N D. A. A. 31. AE. E. E. E. A. E. E E E. E. 32. AC. A. A. N. A. C. A A A. 33. N. B. N. N. A. N. 34. AC. B. C. C. C. C. BD BD. D. D. N. N. N. N. B. BA. B. AB. N. N. N. C. C. A. A. A. A. A. A. A. N. C. C. C. C. N. E. A. E. E. E. E. E. E. A. N. C. C. C. C. C. C. AC. D N B. N. B. BD. N. N. N. N. N. N. B D C. B. C. C. C. C. C. C. C. C. T##--denote Taiwanese interviewees;. AB AB. F##--denote Foreign interviewees. - 29-.

(37) Items 1 2 4 9 11 15 23 27 29 Items 3 6 18. Items 17 25 Items 5 12 14 19 31. Table 7. Verified statements and valid category definitions A. Recreation and Entertainment Facilities Statements 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. Parasailing is an important reason for me to visit Ken-ting. Surfing is the most important reason for my visit to Ken-ting. Wind surfing is a reason for my visit to Ken-ting. I’ll look forward to attend the annual Spring Wave Music Festival (Chun-Rang). Visitings HsiChungh River hot-springs resort in Ken-ting area is a nice choice for my vacation. The great bike route in Ken-ting area will allure me to go on a special cycling trip in Ken-ting. The purpose of my visit to Ken-ting is simply playing in the water and enjoy the atmosphere of the summer beach. Ken-ting is the best place for scuba diving or deep sea diving. B. Nature, Scenery, and Landscape Statements Three oceans (Taiwan Strait, Bashi Channel, and the Pacific) can be seen from one place (Ken-ting) is very special for me. Watching sunset on the sea beach of Ken-ting is the major attraction for me to visit this place. 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. D. Ecology and Environment Statements 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. Main purpose of my visit to Ken-ting is seeing some rare plant species. E. Drama, Film, and TV Statements I would visit all the shooting sites of film “Cape No.7”. I am deeply moved by the storyline of film “Cape No.7”and it gives me a thought to visit Ken-ting. The story of film “Cape No.7” changes my view for Ken-ting. One of the most important reasons that attracts me to Ken-ting is visiting film locations of film “Cape No. 7”. The film “Cape No.7” showed me a lot of new places that I didn't notice before.. - 30-. 94.74% 86.49% 91.89% 91.89% 94.44% 79.07% 72.09% 86.49% 94.74%. 86.84% 84.62% 73.68%. 75.00% 77.50%. 85.00% 83.33% 80.95% 91.89% 85.00%.

(38) 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. - 31-.

(39) Table 8. Mean and variance for each statement Category. A (12 items). B (4 items). C (5 items). D (7 items). E (6 items). Item 1 2 4 8 9 11 15 23 27 29 30 32 3 6 7 18 10 13 26 28 33 16 17 20 21 22 24 25 5 12 14 19 31 34. Taiwanese. Foreigner. Total. Mean. Variance. Mean. Variance. Mean. Variance. 3.25 1.88 1.79 1.54 1.33 1.71 3.96 1.21 3.50 2.96 3.08 1.67 3.13 3.71 4.17 3.54 2.42 4.29 3.04 2.17 1.04 3.00 2.38 0.58 2.50 2.38 3.67 2.17 2.29 2.17 1.75 1.67 2.29 1.88. 3.07 2.72 3.39 3.56 2.06 3.61 1.52 2.52 3.22 3.78 2.51 3.62 2.46 2.22 1.54 1.82 2.25 1.00 2.30 2.58 1.35 2.43 2.77 1.47 2.61 3.20 1.54 3.28 3.35 2.75 2.89 2.49 2.56 3.16. 2.67 2.25 2.25 2.08 0.92 1.42 4.00 1.92 4.08 3.92 3.42 2.08 3.25 3.83 4.17 3.17 2.50 3.92 2.75 2.08 1.00 3.33 2.25 0.67 2.00 3.08 3.50 0.92 1.17 1.00 0.75 1.08 1.42 1.50. 2.97 2.93 3.30 3.90 1.90 2.99 1.09 3.54 1.17 0.99 1.90 4.27 1.48 1.24 0.52 3.42 1.91 1.54 1.48 1.90 1.64 1.52 2.57 1.52 1.82 1.90 1.36 1.72 2.33 1.82 1.48 1.72 2.99 2.27. 3.06 2.00 1.94 1.72 1.19 1.61 3.97 1.44 3.69 3.28 3.19 1.81 3.17 3.75 4.17 3.42 2.44 4.17 2.94 2.14 1.03 3.11 2.33 0.61 2.33 2.61 3.61 1.75 1.92 1.78 1.42 1.47 2.00 1.75. 3.03 2.74 3.31 3.63 1.99 3.33 1.34 2.88 2.56 3.01 2.28 3.76 2.09 1.85 1.17 2.31 2.08 1.17 2.00 2.29 1.40 2.10 2.63 1.44 2.34 2.82 1.44 3.05 3.22 2.69 2.59 2.26 2.80 2.82. - 32-.

(40) Table 9. The affecting sequence of verified statements and valid category definitions. Category B Weight B. Category A Weight A. 0.363. Item. Mean. Weight. 6. 3.75. 18 3. Category D Weight D. 0.241. Item. Mean. Weight. 0.26. 15. 3.97. 3.42. 0.24. 27. 3.17. 0.22. Category E Weight E. 0.226. Item. Mean. 0.14. 17. 2.33. 3.69. 0.13. 25. 1.75. 29. 3.28. 1. 0.172. Weight Item. Mean. Weight. 0.14. 31. 2.00. 0.23. 0.11. 5. 1.92. 0.22. 0.11. 12. 1.78. 0.21. 3.06. 0.11. 14. 1.42. 0.17. 4. 1.94. 0.07. 19. 1.47. 0.17. 2. 2.00. 0.07. 11. 1.61. 0.06. 23. 1.44. 0.05. 9. 1.19. 0.04. 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 Highly Diverse Highly Accord. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Item. 32. 8. 11. 4. 5. 25. 1. 29. 23. 34. Variance. 3.76. 3.63. 3.33. 3.31. 3.22. 3.05. 3.03. 3.01. 2.88. 2.82. Category. A. A. D. A. E. D. B. E. A. D. Item. 13. 7. 15. 33. 24. 20. 6. 9. 26. 10. Variance. 1.17. 1.17. 1.34. 1.40. 1.44. 1.44. 1.85. 1.99. 2.00. 2.08. Category. C. B. C. C. E. E. D. A. C. B. - 33-.

(41) 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. A B C D E. 5 4 3 2 1. 5 4 1 3 2. 5 4 2 3 1. 5 4 2 3 1. 5 3 2 1 4. 4 3 2 1 5. 2 1 3 4 5. 4 3 2 1 5. T9 T10 T11 T12 T13 T14 T15 T16. 4 5 3 2 1. 5 4 1 3 2. 5 4 2 1 3. 5 4 2 3 1. 5 4 2 3 1. 5 4 2 3 1. 5 4 1 2 3. 5 4 2 3 1. T17. T18. 3 4 2 5 1. 5 4 1 2 3. Cate. T19 T20 T21 T22 T23 T24 F1 F2 F3 F4 F5 F6 F7 F8 F9 F10 F11 F12 3 5 4 4 5 4 2 5 5 4 5 5 5 3 2 3 4 5 A 4 4 5 5 4 5 5 4 4 5 4 4 4 5 5 5 5 4 B 2 1 2 2 1 2 4 2 1 2 2 2 2 4 3 4 3 3 C 5 3 3 3 3 3 3 3 2 3 3 3 3 2 4 2 2 2 D 1 2 1 1 2 1 1 1 3 1 1 1 1 1 1 1 1 1 E. 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.. - 34-.

(42) Table 13. Mean and variance for each category definitions Category Definition A B C D E. Taiwanese Mean Variance 4.46 0.69 3.92 0.69 1.88 0.38 2.71 1.17 2.04 2.04. Foreigner Mean Variance 4.00 1.45 4.50 0.27 2.58 0.99 2.75 0.39 1.17 0.33. Mean 4.31 4.11 2.11 2.72 1.75. Total Variance 0.96 0.62 0.67 0.89 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. - 35-.

(43) 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 - 36-.

(44) 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 - 37-.

(45) 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 interviewees chose B (nature) category, many Taiwanese chose A (recreation). Thus, the opinions of foreign tourists and Taiwanese tourist are inconsistent when it comes to the categorization of BB.. “I wanted to see the beautiful beaches in South East Asia, so this time coming to Taiwan I feel I should come and see the beaches here.”. (F11: 2012.07.03). “I come to Baisha Bay mainly to play with the water, so I feel it is recreation.” (T5: 2012.07.03) Majority of the tourists feels that sunset at Ken-ting is an attractive factor, with total average 3.75 and total variance 1.85. Both Taiwanese and foreign tourists are of the opinion that they do visit Ken-ting to see the beautiful sunset. The results described above shows that nature and landscape are important factors that attracts tourists to visit Ken-ting.. “The sea beach at Jialeshuei is very beautiful, it is a place for surfers in South - 38-.

(46) Taiwan, the sun rise at Jialeshuei is amazing, watching the sun slowly rising from the oceans, the warm red sunbeam and sound of the waves, really leave a deep impression on me.”. (T4:2012.06.15). ＂Lung fan park is the best place for star gazing at night, and due to the absence of street lights we get to see a much more beautiful starry night. Whenever I come to Ken-ting I will pay a visit to this place, lie on the grassland and gaze at the sky. I will also make a trip to Jialeshuei scenic area, as we can see the beautiful view of the Pacific Ocean which is really amazing during daylight.＂. (T12: 2012.06.23). ＂The first time when I visited Jialeshuei sea beach I was really amazed by the beautiful view of the Pacific Ocean.＂. (F9: 2012.06.08). “The night sky view sure is natural landscape so it belongs to B category but the night cruising is kind of recreation and entertainment so it seems like A category to me. I like night crusing in Ken-ting so I categorize it into A.”. (T7: 2012.06.25). Majority of the respondents has categorized night sky view under category B (nature), and night cruising under category A. To lessen people’s confusions, researchers should separate night sky view and night cruising under different category.. 5.2.3 Ecology and Environment Ecotourism is "Responsible travel to natural areas that conserves the environment and improves the well-being of local people." – The International Ecotourism Society (1990). “It is a travel activity that ensures direct financial support to local people where tourism activities are being generated and enjoyed, teaches travellers to respect local cultures of destinations where travellers are visiting, and discourage mass tourism, mass constructions - 39-.

(47) of hotels, tourism resorts and mass activities in fragile areas." – Ecotourism Society Pakistan (ESP). In general, only those people who are interested in ecosystem will be interested in ecotourism. As depicted in class definition D (Ecology and Environment) given in table 7 and table 9, only those tourist who shows great interest in ecosystem will pay a visit to ecological protection zone (Mt. Nanren or LongKeng Ecological Reserve Area etc.), whereas Taiwanese tourist has diverse views with regard to ecotourism as shown:. “I will specifically form a group and request for a teacher to make a trip to Ken-ting and observe the flora, it is of great significance, if given the chance I will visit again. The Ken-ting National Park ecological protection zone is the first to be established in Taiwan, it has many rare species of plan that can be admired.”. （T8:2012.06.12）. “I do not understand much about the rare species of plants in Ken-ting. But after seeing some photos, feels like visiting this place to get a better understanding of Ken-ting’s natural ecology, such as mangroves, fiddler crabs and etc. it seems pretty interesting.”. （T18: 2012.06.12）. “I will visit this place specifically to see the landcrab, gray faced buzzard, because they appear only during specific seasons, I think it is quite unique. , I am afraid that due to the effects of global warming, they might disappear in the （T12: 2012.06.12）. future.”. “Birdwatching is one of my favorite activities. Every year the flying dance of the gray-faced buzzards is spectacular. It is the annual bird watching festival and presents beautiful view everywhere for the bird watchers and leaves a deep - 40-.