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					THE STUDY OF HARBOR TOURISTS' RECREATION BEHAVIORS AND SATISFACTION
                      --TAMSHUI FISHERMAN'S WHARF, TAIPEI


                                    Chun-Te Chen1
Department of Tourism and Leisure Management, Tung Fang Institute of Technology, No. 110,
         Tung Fang Rd, Hu-Nei Shang, Kaohsiung County 82941, Taiwan ROC1
                               d0019ntou@yahoo.com.tw


                                     Dong-Taur Su2*
        Department of Shipping Technology, National Kaohsiung Marine University,
      No.482, Chungchou 3rd Rd., Chijin District, Kaohsiung City 80543, TaiwanROC2*
                                   tonysu@mail.nkmu.edu.tw


                                      Kuan-Yung Hsieh3
    Department of Environmental Biology & Fisheries Sciences, National Taiwan Ocean
                 University, No.2, Beining Rd., Keelung 20224, Taiwan ROC3

                                   kyhsieh@mail.ntou.edu.tw



                                          ABSTRACT
      As the growth of the economy and the increase of the GDP, the needs of leisure have
increased. Water related recreation activities, such as going to harbor to eat or buy seafood,
angling, boating, tide seeing, especially attract many people. By a survey based on relative
literature review, this study was to observe tourists’ recreation behaviors and their satisfaction
in Tamshui Fisherman’s Wharf, and explore the difference of satisfaction caused by factors of
social and economic status and motivation.
      The results showed that tourists in Tamshui Fisherman’s Wharf are satisfied with the
facility and natural environment. Different status of marriage has significant influence on
motivation and satisfaction. The longer tourists stay in Tamshui Fisherman’s Wharf, the more
expense tourists would like to pay. However, tourists have the lowest degree of satisfaction
toward cuisines and shopping, which need to be improved.

Keyword: Recreation Behaviors, Satisfaction



* Corresponding author.
 E-mail: tonysu@mail.nkmu.edu.tw


                                                1
                                       1. Introduction

     According to (National Statistics Network, R.O.C., we find individual average incomes
in 2001 (NT$395,319) and 2006 (NT$466,834) which are significantly increasing year by
year. In this situation, the people require more on living quality and value more on the
arrangement of recreational lives since the implementation of weekend holiday in 2001. Thus,
recreation and tourism are the activities the people usually have on the weekends.
     Tamshui Fisherman’s Wharf is located at the right rank of river mouth of Tamshui River
(Figure 1). Datun Mountains extend on the east and the wharf faces Guanyin Mt. on the
southwest side with Tamshui River in between. In order to improve harbor business and the
environment of fishing village, Council of Agriculture, Executive Yuan and Taipei County
Government promoted the diverse functions of the harbor and planned Tamshui Fisherman’s
Wharf into an area with fishery development and recreation. Thus, the harbor had the diverse
functions of industry, tourism and culture with complete facilities (Figure 2). With the
reconstruction, nowadays, Tamshui Fisherman’s Wharf has become the important spot in
Taipei County. It turns into well-known spot in Northern Taiwan in the short time and the
number of tourists increases from 671,163 person-time in 2003 to 2,127,241 person-time in
the next year (3 times of increase). In recent two years, the number of tourists is around two
million people which is slightly decreased. The above reason is the drive for in-depth study of
this research.
      This research treats Tamshui Fisherman’s Wharf as the scope and probes into the
tourists’ recreation behaviors and characteristics, including the social and financial factors
such as gender, age, monthly average income; besides, we explore the tourists’ motivation to
visit Tamshui Fisherman’s Wharf, recreation behaviors and their satisfaction. Finally, we
propose the related conclusions and suggestions as the criteria for the governmental units to
plan multi-function of the harbor and oceanic recreation.




                                              2
                      Figure 1: Location of Tamshui Fisherman’s Wharf




                Figure 2: Multi-function harbor -Tamshui Fisherman’s Wharf


                                     2. Literature Review

    Recreation is a complicated issue and the scholars have different views. For example,
U.S. Bureau of Outdoor Recreation (1974) suggested that “recreation is the behavior to
pursue pleasure and satisfaction at leisure time. It is human beings’ essential need. It can be
fulfilled individually or in group. It can be planned or occasional; it can be dynamic and static;
it requires specific techniques and training or nothing; sometimes it requires specific places or


                                                3
scopes and sometimes not”. Golbey & Geoffrey (1989) indicated that: “recreation means any
kinds of activity fulfilled by individuals or groups at leisure time. It is free and pleasant and it
can immediately attract the people”.

 (1) Recreation behaviors
     Recreation behaviors include internal psychological factors, external social factors,
requirement of activities, supply of resources and the characteristics of the locations.
Recreational motivation is driven by different needs and different levels of demands. Thus,
motivation is also influenced by the Cathartic Theory, learning model, psychological analysis
model, sociology model, individual social and financial characteristics. Recreational actions
are drive by the motivation and preference to result in recreation behaviors. However, the
tourists keep making decisions when selecting the destinations of the spots to find the service
quality, location characteristic and destination meeting their requirements. Besides social and
financial factors (and individual attributes, such as age, education, occupation and income),
the factors influencing recreation behaviors also include the conditions of the locations,
economic limitation and cultural groups (Chen, Ou, Lin, 2003).

 (2) Recreational motivation
      Recreational motivation means the internal drive of the individuals to participate in
recreation activities. It can further influence the participation (Crandall, 1980; Wang, 1997).
However, motivation or drive is the internal process leading an individual’s activity, maintain
the activity and fulfilling certain objective (Chen, Ou, Lin, 2003). Chang (2003) suggested
that recreational motivation was an individual’s external behavior caused by internal state and
the internal process leading the activity to certain target. Recreational motivation proposed by
Iso-Ahola (1980) was dynamic instead of fixed. It changed with human beings’ life cycles
and was influenced by everyone’s growing background and socialization process.


                                       3. Research Design

     In order to probe into the recreation behavior characteristics of the tourists in Tamshui
Fisherman’s Wharf, this research conducted on-site questionnaire survey on the tourists. Due
to the limitation of manpower, fund, resources and time, we distributed 430 questionnaires by
convenience sampling. There were 407 valid returns. We analyzed the questionnaires by SPSS
12 statistical software to evaluate the recreational benefits in Tamshui Fisherman’s Wharf.
     The questionnaire included three parts. The first part was the tourists’ basic information,
including “gender”, “educational background ”, “age”, “occupation”, “marital status”,
“average monthly income” and “domicile”; the second part referred to recreation behaviors,
including “average visit frequency in Tamshui Fisherman’s Wharf in recent one year”, “stay
time”, “transportation”, “average expenses ”, “companions”, “arranged trip or passing”,

                                                 4
“re-visit will ” and “sources of traveling information”; the third section referred to the
tourists’ motivation and satisfaction, “physical and psychological relaxation”, “interpersonal
relationship ”, “watching and experiencing fishery landscape”, “cuisine and shopping ”,
“facilities” and “transportation”. There were totally 24 questions. The measurement was based
on Likert 5-point scale, including “totally disagree”, “disagree”, “no comment”, “agree”,
“totally agree” and “totally dissatisfied”, “dissatisfied”, “no comment”, “satisfied”, “totally
satisfied” with the scores of 1, 2, 3, 4 and 5. Higher scores referred to higher level of
agreement. Lower scores showed the opposite situation.


                                       4. Data Analysis

 (1) Basic information analysis of the samples
     In research samples, there were 55% of females. As to age, most of them were between
21-30 years old (60%), the second was 31-40 years old (18%) and very few of them were over
41 years old. Thus, it showed that most of the tourists of Tamshui Fisherman’s Wharf were
the young people. As to educational background, most of them were graduated from
universities/colleges (66%), the second was high schools(vocational schools)(19%) and
colleges (25%) and the least referred to those below junior high schools (5%). It showed
that the tourists were mostly well educated. , With regard to occupation, most of them were
students (31%) and the second was service industry (18 %), business (17%) and industry
(12%). As to monthly income, most of them had incomes less than 15,000 dollars (31.2%)
which was in that most of the targets are students. 31.2% of them had incomes from 30,000 to
50,000 dollars. 79% of them were unmarried. The majority lived in northern Taiwan (88%),
the rest were in central Taiwan (5%), southern Taiwan (5%) and very few in other regions.

  (2) Analysis of tourists’ behaviors
      As to frequency distribution of the tourists’ recreation behaviors, according to Table 1,
the average visit frequency of the targets to Tamshui Fisherman’s Wharf in each year is 1-2
times (54.8%). 11.5% of them visited for more than 9 times, Thus, at least 10 % of the targets
re-visit the spot for several times. As to average stay time, 2-4 hours are the most (61.9%) and
the second is less than 2 hours (19.4%). As to average expenses, less than 200 dollars is the
most (39.3%) and the second is 200-499 dollars (33.4%). As to transportation, most of them
drive personal cars (39.1%) and the second is motorcycle (26.3%). Mass transit includes bus
and MRT (26%). Most of them arrange the trip to Tamshui Fisherman’s Wharf (49.6%) and
40.3% of them only pass the spot. Re-visit will is extremely high. Items of companions and
sources of traveling information are based on multiple choices. As to the companions, the
friends (43.2%) and classmates (17.9) are the majority. The sources of traveling information
are below: TV (23.9%), internet (21.7%) and relatives and friends (19.4%).


                                               5
                          Table 1: Statistics of tourists’ behaviors
       Variables           Tourists                        Variables      Tourists
                                          %                                              %
                          Frequency                                      Frequency
Visit times                                         Transportation
  1-2 times                      223       54.8       Motorcycle                107      26.3
  3-4 times                      103       25.3       Personal car              159      39.1
  5-6 times                       29          7.1     Rental car                     6       1.5
  7-8 times                           5       1.2     Sightseeing bus                4       1.0
  More than 9 times               47       11.5       Bus                        35          8.6
Stay time                                             MRT                        71      17.4
  Less than 2 hours               79       19.4       Others                     25          6.1
  2-4 hours                      252       61.9     Arranged/passing
  4-6 hours                       59       14.5       Arranged trip             202      49.6
  6-8 hours                       14          3.4     Passing                   164      40.3
  More than one day                   3       0.7     Others                     41      10.1
average expenses                                    Re-visit will
  None                            22          5.4     Yes                       350      86.0
  Less than NT$200               160       39.3       Not sure                   56      13.8
  NT$200-499                     136       33.4       No                             1       0.2
  NT$500-999                      54       13.3     Companions
  NT$1,000-1,499                  24          5.9     Alone                      20          3.1
  NT$1,500-1,999                      5       1.2     Classmates                114      17.9
  NT$2,000-2,499                      3       0.7     Couples                    80      12.6
  More than NT$2,500                  3       0.7     Parents/children           83      13.1
Sources of traveling
                                                      Relatives                  26          4.1
information
  TV                             225       23.9       Coworkers                  31          4.9
  Radio                           25          2.7     Friends                   275      43.2
  Magazines                      116       12.3       Neighbors                      3       0.5
  Newspapers                      95       10.1       Tourist groups                 2       0.3
  Tourism books                   75          8.0     Others                         2       0.3
  Internet                       253       21.7
  Relatives and friends          183       19.4
  Others                          19          2.0




                                                6
 (3) Motivation and satisfaction

                              Table 2: Comparison between motivation and
                                                          Average mean of   Average mean of
                         Variables
                                                            satisfaction      satisfaction
Physical and psychological relaxation
 For escaping from the noisy city and enjoying the
                                                               3.90              3.93
peaceful nature
 To relax and change the living pace                           4.01              4.05
 To relax and reduce work (living) stress                      4.08              4.09
 For re-experiencing the past                                  3.28              3.45
 To spend the time                                             3.31              3.55
Interpersonal relationship
 To get together with the family or relatives to
                                                               3.88              4.00
increase the affection
 To share the love with friends, coworkers or
                                                               4.06              4.13
classmates to reinforce the friendship
 To expand interpersonal relationship and meet new
                                                               3.01              3.18
friends
Watching and experiencing fishery landscape
 To approach the nature and watch seascape and
                                                               4.19              4.24
sunset
 To take the sight-seeing boat (blue highway) and
                                                               3.18              3.36
watching seascape
 For experiencing well-known spots in Tamshui                  3.61              3.73
Cuisine and shopping
 For the delicious food                                        3.07              3.23
 For buying fresh seafood                                      2.47              2.70
 The price of local food is reasonable                         2.65              2.66
 To buy local handicrafts, decorations or specialty
                                                               2.81              2.95
goods
Facilities
 Complete barrier free facilities and space                    3.39              3.40
 Spatial outdoor places                                        4.00              4.10
 Well-planned paths                                            3.91              4.01
 Diverse recreational activities                               3.60              3.72




                                                      7
 To visit well-known wooden footway and lover
                                                         4.11                  4.23
bridge and enjoy the beautify scenery
 Clean and comfortable space                             3.85                  3.87
Transportation
 Convenient mass transit                                 3.93                  3.97
 Spatial parking space                                   3.78                  3.77
 Reaching nearby spots                                   3.92                  3.93


      Questionnaire design includes 6 sections and 24 questions. Table 2 demonstrates the
aspects related to motivation and satisfaction. After comparing the average means of different
items, we do not find the significant difference. As to “physical and psychological relaxation”,
the average mean of satisfaction is slightly higher than that of motivation; as to “interpersonal
relationship”, the average mean of satisfaction is slightly higher than that of motivation; with
regard to “watching and experiencing fishery landscape”, the average mean of satisfaction is
slightly higher than that of motivation; as to “cuisine and shopping”, the average mean of
satisfaction is slightly higher than that of motivation; in terms of “facilities”, the average
mean of satisfaction is slightly higher than that of motivation; as to “transportation”, we only
suggest average mean of spatial parking space. The satisfaction (3.77) is lower than
motivation (3.78). However, the gap is only 0.01 which demonstrates that for all targets, after
visiting Tamshui Fisherman’s Wharf and with regard to 6 sections in the questionnaire, their
satisfaction is higher than motivation. Thus, we find the attractive resources and facilities and
services of Tamshui Fisherman’s Wharf needed by the tourists. Besides, as to the targets’
re-visit will, up to 86% of the figures are validated.


      We further conduct t test on motivation and satisfaction. According to Table 3, we find
that the items reach the significance, most of average means of motivation are more than 3
and only that of [cuisine and shopping] is lower. Average means of satisfaction are more than
those of motivation. It demonstrates that the tourists tend to be satisfied with the natural
resources, services and facilities in Tamshui Fisherman’s Wharf. “Cuisine and shopping”
should be improved in the future. In terms of “physical and psychological relaxation”, the
items reach the significance are “to experience the past” and “to spend the time”. As to
“interpersonal relationship”, “love shared with family, relatives, friends, classmates and
coworkers” and “making new friends” reach the significance. In terms of “watching and
experiencing fishery landscape”, “for taking the sight-seeing boat” and “for experiencing
well-known spots” reach the significance. As to “cuisine and shopping”, “eating and buying
fresh seafood”, “local handicrafts, decorations or specialty goods” reach significance. In terms
of “facilities”, “spatial outdoor places”, “well-planned paths”, “diverse recreational activities”


                                                8
and “to visit well-known wooden footway and lover bridge and enjoy the beautify scenery”
reach the significance.

              Table 3:      t test analysis of pair samples of motivation and satisfaction
                                                                               Differen
                                                    Motivatio Satisfaction                           Significance
                     Variables                                                   ce       t value
                                                      n(A)        (B)                                   level
                                                                                (A-B)
To re-experiencing the past                              3.28           3.45      -0.17     -4.066     0.000*
To spend the time                                        3.31           3.55      -0.24     -5.134     0.000*
To get together with the family or relatives to
                                                         3.88           4.00      -0.12     -3.901     0.000*
increase the affection
To share the love with friends, coworkers or
                                                         4.06           4.13      -0.07      -2.61     0.009*
classmates to reinforce the friendship
To expand interpersonal relationship and know
                                                         3.01           3.18      -0.17     -4.614     0.000*
   new friends
To take the sight-seeing boat (blue highway) and
                                                         3.18           3.36      -0.18     -4.707     0.000*
 watching seascape
For experiencing well-known spots in Tamshui             3.61           3.73      -0.12     -3.321     0.001*
For the delicious food                                   3.07           3.23      -0.16     -4.294     0.000*
For buying fresh seafood                                 2.47           2.70      -0.23     -6.102     0.000*
To buy local        handicrafts,   decorations or
                                                         2.81           2.95      -0.14     -4.208     0.000*
specialty goods
Spatial outdoor places                                   4.00           4.10      -0.10     -3.279     0.001*
Well-planned paths                                       3.91           4.01      -0.10     -3.328     0.001*
Diverse recreational activities                          3.60           3.72      -0.12     -4.008     0.000*
To visit well-known wooden footway and lover
                                                         4.11           4.23      -0.12     -4.293     0.000*
bridge and enjoy the beautify scenery

* p<0.05
     We conduct t test of independent samples on the motivation and satisfaction of the
tourists with different gender and marital status. The test result is shown in Table 4. In terms
of gender, motivation and satisfaction of females with regard to ”to buy local handicrafts,
decorations or specialty goods” are more than males and reach the significance; as to the
motivation, the married targets value more on the affective reinforcement of the family
according to different family members. Thus, in terms of facilities, the married value more on
spatial outdoor places and diverse recreational activities; the unmarried value the friendship
and new interpersonal relationship. However, the unmarried targets are more satisfied with
the reinforcement of the friendship with friends, coworkers or classmates and expansion of


                                                         9
interpersonal relationship.

  Table 4: t test analysis of independent samples of the tourists’ motivation and satisfaction
                                                                                          Comparison of average
                                        Variables                               Sig
                                                                                                    mean*
   Gender VS
        To buy local handicrafts, decorations or specialty goods
                                                                                 0.013                  Female>Male
   -(motivation)
        To buy local handicrafts, decorations or specialty goods
                                                                                 0.011                  Female>Male
   -(satisfaction )
   Marriage VS
        To get together with the family or relatives to increase the
                                                                                 0.005           Married> Unmarried
   affection -( motivation)
        To share the love with friends, coworkers or classmates to
                                                                                 0.021           Unmarried > Married
   reinforce the friendship-( motivation)
        To expand interpersonal relationship and know new
                                                                                 0.015           Unmarried > Married
   friends-( motivation)
        Spatial outdoor places-( motivation)                                     0.007           Married > Unmarried
        Diverse recreational activities -( motivation)                           0.001           Married > Unmarried
        To share the love with friends, coworkers or classmates to
                                                                                 0.004           Unmarried > Married
   reinforce the friendship -(satisfaction )
        To expand interpersonal relationship and know new friends
                                                                                 0.001           Unmarried > Married
   -(satisfaction )
   *
     Average mean: the difference of the satisfaction after using related services and facilities
and the satisfaction of the tourists of Tamshui Fisherman’s Wharf. When the difference is
more significant, it means satisfaction will be more than the motivation.

                    Table 5: Difference of motivation and satisfaction of the tourists in different ages
                                                                            Average
                                                                 Average                                    Post hoc
    Dependent variables                Age(A)         Age(B)                difference   Significance
                                                                 mean                                    comparison
                                                                             (A)-(B)
                                      1. Less          None          3.15     None          None              1>2
                       To buy local   than 20       2. 21-30
                                                                     2.74     .410       .044*
       Motivation




                       handicrafts,   years old     years old
                       decorations                  3. 31-40
                                                                     2.73     .416       .148
                       or specialty                 years old
                       goods                        4. 41-50
                                                                     2.71     .435       .655
                                                    years old


                                                                10
                                                                   5. 51-60
                                                                                    3.33      -.184      .995
                                                                   years old
                                                    4. 41-50          None          3.50      None             None        1>4
                                                    years old      1. Below                                                2>4
                          To share the
                                                                   20 years         4.34      -.843      .004*
                          love with
                                                                   old
    Satisfaction




                          friends,
                                                                   2. 21-30
                          coworkers or                                              4.13      -.635      .040*
                                                                   years old
                          classmates to
                                                                   3. 31-40
                          reinforce the                                             4.08      -.580      .112
                                                                   years old
                          friendship
                                                                   5. 51-60
                                                                                    3.83      -.333      .926
                                                                   years old
    * p<0.05
     As to ages, according to the test result in Table 5, age significantly influences the
motivation with regard to “to buy local handicrafts, decorations or specialty goods” in
“cuisine and shopping” and for those below 20 years old and between 21 and 30 years old. As
to satisfaction, “to share the love with friends, coworkers or classmates to reinforce the
friendship” in “interpersonal relationship” and for those below 20 years old, between 41 and
50, between 21 and 30 and between 41 and 50 years old reach the significance; the rest items
do not show the significance.


 (4) The tourists’ average expenses

                                         Table 6: Difference between average expenses and average stay time
                                               Average stay     average stay               Average
                   Dependent                                                   Average                                  Post hoc
                                                   time             time                   difference   Significance
                   variables                                                   mean                                    comparison
                                                    (A)              (B)                    (A)-(B)
                                               1. Less than        None         2.41         None          None           2>1
                      Average expenses




                                               2 hours          2. 2-4 hours    2.89         -.488      .028*             3>1
                                                                3. 4-6 hours    3.08         -.680      .018*             4>1

                                                                4. 6-8 hours    3.86        -1.452      .001*
                                                                More than 5.
                                                                                2.00         .405       .985
                                                                1 days
      * p<0.05




                                                                               11
                           Table 7: Difference between average expenses and transportation
                                                                            Average
     Dependent               Transportation   Transportation    Average                                  Post hoc
                                                                            difference   Significance
      variables                   (A)               (B)         mean                                    comparison
                                                                             (A)-(B)
                             1. Motorcycle          None             2.30     None          None           2>1
                                              2. Personal car        3.04     -.745      .000**            5>1
        Average expenses




                                              3. Rental car          2.50     -.201      1.000             6>1
                                              4. Sightseeing
                                                                     3.00     -.701      .958
                                              bus
                                              5. Bus                 3.09     -.787      .044*
                                              6. MRT                 3.30     -.997      .000**
                                              7.Others               2.48     -.181      .997
     * p<0.05
     As to average stay time, according to Table 6, the difference of average expenses
between the stay time less than 2 hours and 2-8 hours reaches significance. After Post hoc
comparison, we find that average expenses of average stay time for 2-4 hours are more than
the stay time less than 2 hours; average expenses of average stay time for 4-6 hours reach the
significance, comparing to the stay time less than 2 hours; average expenses of average stay
time for 6-8 hours are more than the say time less than 2 hours and reach significant
difference. It demonstrates that the longer the stay time is, the more the average expenses are.
According to Table 7, we realize that difference between average expenses of personal car
and motorcycle reaches significance. The difference between average expenses of bus and
motorcycle reaches significance. The difference between average expenses of MRT and
motorcycle reaches significance.


 (5) Results of data analysis
    1. Generally speaking, the targets are satisfied with overall natural resources, services,
       and facilities in Tamshui Fisherman’s Wharf; cuisine and shopping should still be
       considerably improved.
    2. Comparing with males, females value and satisfied more with local handicrafts,
       decorations or specialty goods of cuisine and shopping; the young people are also
       significantly motivated by this aspect.
    3. The unmarried value the emotional exchange with the friends and classmates and
       expansion of interpersonal relationship; married persons value more on families and
       the relatives. Spatial outdoor places and diverse recreational activities are significant
       drives of their visit. It demonstrates that different social and financial factors will
       influence their motivation and satisfaction.


                                                                12
   4. Generally speaking, the targets have high degree of re-visit will. Around 45%of the
      tourists have visited Tamshui Fisherman’s Wharf for over 2 times in recent one year
      and 11% of them have visited the spot for over 9 times. Thus, Tamshui Fisherman’s
      Wharf can be regarded as a popular spot.
   5. Generally speaking, 39.3% of the targets’ average expenses (not including
      transportation expense)are less than NT$200 and 33.4% of them spend 201-499
      dollars which can be afforded by most of the tourists.
   6. This research finds that most of the tourists are students and are 21-30 years old. Their
       stay time tends to be 2-4 hours. The research finding is consistent with the study of
       Chang (2005) and Chung (2005).


                                5. Conclusions and Suggestions
 (1) Conclusions
   The research finds that the sources of the traveling information refer to TV, internet,
relatives and friends. In the future, people can combine e-media and online marketing to
promote Tamshui Fisherman’s Wharf and maintain the level of the related services and
facilities to continue attracting the visitors.
      As to the tourists’ age, most of them are students and the average expenses are not high.
Average expenses and stay time reach the significance. We suggest providing the facilities
and services upon the young people to extend their stay time and increase their expenses.
    Most of the tourists are satisfied with the services, facilities and natural resources
provided in Tamshui Fisherman’s Wharf.Cuisine and shopping should still be improved; the
difference of gender and marital status will influence the tourists’ motivation and satisfaction ;
motivation and satisfaction of [interpersonal relationship], [cuisine and shopping] and
[facilities] reach the significance. As to cuisine and shopping, although the satisfaction is
higher than the motivation, the average mean does not reach 3 points. Thus, comparing with
other items, cuisine and shopping should still be improved.

 (2) Suggestions
     The tourists are particularly satisfied with the facilities (wooden footway and lover
bridge)in Tamshui Fisherman’s Wharf. The aspect can be regarded as the main drive of the
tourists’ visit in Tamshui Fisherman’s Wharf. We suggest combining the related marketing
and media to reveal the specialty different from other spots.
     Most of the tourists are unsatisfied with cuisine and shopping in Tamshui Fisherman’s
Wharf and the prices are unreasonable for them. Thus, we suggest constructing the specialty
shops for the young people and improving the price in the future. We can attract the tourists
by delicious seafood with reasonable price or the artists’ concerts. Besides, we can cooperate
with the school or artistic groups to extend the stay time of the tourists in order to increase the

                                                13
benefits of Tamshui Fisherman’s Wharf to reach win-win state. .
     As to facilities, we suggest improving barrier free facilities and space. For example, the
wheelchairs can only pass the wooden footway in one direction which will influence the
tourists’ routes. We suggest proposing the effective improvement to attract the disabled
tourists in the future.


                                       REFERENCES

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2.   Lin, H.Y. 2006. Research on Motivation and Experience of the Tourists in the Sea Area
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     Industry Management, National College of Physical Education and Sports, Taoyuan.
3.   Trans. by Hu, L.T., Huang, W.Y., Pan, C.D., written by Ranjit Kumar 2000. <Research
     Method─Guide of Planned Learning>, (Taipei City: Hsueh Fu Culture, 1st edition).
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