VISITOR PERCEPTION, INTERPRETATION NEEDS, AND SATISFACTION OF ECO-TOURISM: THE CASE OF TAIJIANG NATIONAL PARK, TAIWAN

Abstract

Although eco-tourism have been discussed a lot from the viewpoints by communities and residents (Beeton, 2006; Jamal and Stronza, 2009; Ryan, 2002), the relationship among perception of eco-tourism, interpretation needs and satisfaction from the perspective of visitors remained unclear. Thus, the current study aimed at eco-tourism visitors to the Taijiang National Park in Taiwan, examining their eco-tourism perception, level of satisfaction, and interpretation needs. This study used convenience sampling, with questionnaires distributed at Taijiang National Park to visitors to the park. A total of 400 questionnaires were distributed, and 356 valid questionnaires were returned, giving a response rate of 89%. SPSS12.0 statistical software was used to carry out descriptive statistics analysis, factor analysis, reliability analysis, ttests, and analysis of variance on the data collected to show the sample distribution, the reliability and validity of the scale, and the differences in the perception of, and level of satisfaction toward, eco-tourism among visitors from different backgrounds or with different interpretation needs. The results showed that most eco-tourism visitors believe that interpretation by tour guides is necessary. At the same time, visitors who express a greater need for interpretation services had a more comprehensive understanding of eco-tourism. The results of the regression analysis showed that visitors who supported “giving back to the community” had higher levels of eco-tourism satisfaction. Managerial and academic applications were suggested based on the research results.