The Quality Prioritization of Rural Tourism - A Case Study of Nantou County in Taiwan

• Main Authors: Chi-Jui Huang, 黃啟瑞
• Other Authors: Tsorng-Chyi Hwang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/q46uhp

博士 === 國立中興大學 === 應用經濟學系所 === 99 === This study aims at defining a methodology to improve the quality of prioritization of rural tourism measurement indicators under fuzziness in the case of Nantou County in Taiwan. To do so, a methodology based on the extent fuzzy analytic hierarchy process (AHP) is proposed. Within the model, four main dimensions; “rural tourism travel environment”, “industry and culture”, “products”, and “services”; and 23 indicators are defined. The proposed model can be used for any country. However, the results obtained in the numerical example reflect the situation of Nantou Conty in Taiwan, since the stakeholders, 160 tourists and 20 local rural tourism related businesses, are asked to make their evaluations considering the preferences of rural tourism. The samples of tourists will also be devided as groups, according to the characteristics of gender, place of residence, travel frequency, and travel expenses in products, to analysis the differences of preferences. The results of the study indicate that: (1) Appling Fuzzy AHP method can expand the object evaluators and the sample size, not limited to the few experts, and can simplify complicated calculation process; (2) Businesses emphasis on economic considerations of rural tourism, and prefer “religious festivals and customs”, “leisure and agricultural area”, and “places of historic interest and scenic beauty”. “Security”, “sanitation” and “transportation” are less concerned by businesses; (3) Tourists tend to fun and leisure considerations, and prefer to activities, quality of product, and “travel line planning”. “Environmental hygiene”, “traffic”, and “quality of accommodations” are less concerned by tourists. The results suggest that: (1) Government should establish a monitoring system of rural tourism development and policy framework to ensure the balance between environmental sustainability and the means of enhancing economic; (2) Businesses should improve the quality of rural tourism following to the preferences of target consumers.