| Summary: | 碩士 === 國立臺南大學 === 生態旅遊研究所碩士班 === 97 === This research mainly focuses on some business deputized by private sectors in the recreational areas of Kenting National Park; for example, some activities promoted by business department of National Museum of Marine Biology and Aquarium easily caused ecological impacts, it usually induced arguments with the ecological conservation department, because it was hard to balance the different aspects between the economic ecological conservation. A voluntarily certified sustainable and ecotourism label promoted by international tourism organizations is a good strategy to balance the economic and ecological conservation. Whale-Watching Labeling is the only eco-labeling recognized in the east coast of Taiwan. However, Whale-Watching Labeling was not successfully recommended to people, tourists did not consider Whale-Watching Labeling as the first priority to select their trips. The promotion of labeling certification would relate to markets, as well as to realize tourists’ attitudes because of the intangible requirements of markets no accepted products sold by suppliers.
This research was based on Blue Flag Program from Europe Union to develop a beach environment questionnaire with Kano Two-Way Model, and to survey tourists in 3 beaches of Kenting National Park, as well as to analyze tourists’ requirements towards the environment quality of beaches and the willingness to pay more money for the labeling certification of beaches. Four hundred and eighty three people were selected in this cross-sectional, descriptive study by using a structured questionnaire. Four hundred and seventy four valid data were used to analyze as the results, the valid corresponding rate was 98.1 %. The surveys were conducted during the period of 14 March to 8 April in 2009. Depth interviews with a authorized managers and 6 private sectors were also analyzed to understand their opinions about the labeling certification of beaches. The results of this study can be as references for the related authorized managers to develop a labeling certification. The results of this study were the followings:
Fifteen essential quality elements were considered, they include ten one-dimensional qualities, four none-significant different qualities and one essential quality. The suggested order to increase and decrease satisfaction by Kano two Way Quality Model were: to supply good qualities of handicapped trail and toilets, to monitor the ecological environment of the beaches, and to mark all facilities on maps were the top three increasing satisfaction criteria; to supply good qualities of handicapped trail and toilets, to perfectly maintain buildings and facilities, and to monitor the ecological environment of the beaches were the top three decreasing satisfaction criteria.
In this research, it also discovered that the tourists with better environmental cognitions had more willingness to pay more money for the labeling certification of beaches, as well as the authorized managers and local private sectors. The authorized managers and private sectors can base on the results of this research to understand tourists’ requirements towards the environmental quality of beaches to support soft and hard facilities.
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