Examining visitors' behavioral intentions and behaviors in a Taiwan National Park

Abstract

In 2007-2008, some visitors to Taroko National Park in Taiwan were surveyed to allow testing of a behavioral prediction model in the context of national park recreation. This model includes three constructs: values (a cultural anthropology factor), perceptions of service quality (service marketing factors), and perceptions of crowding (a national park recreation factor). We obtained a sample of 1,080 visitors. Multiple regression analysis was used to test the predictive power of values dimensions, service quality dimensions and a crowding index on behavioral intentions and behaviors. From the behavioral intentions testing, the model was significant at the 0.001 level, and the model R-square equaled 0.50. Findings were consistent with previous research. For the behavior testing, in contrast, the R-squares of multiple regression models were between 0.029 to 0.036. We concluded that the weak practical significance of the findings of behavior testing may be explained as a validity problem with self-reported data. The actual behaviors questions (e.g., how many times and days respondents visited national parks) that researchers normally used to solicit respondents' memories in questionnaires may be invalid.

Parent Publication

• Science and stewardship to protect and sustain wilderness values: Ninth World Wilderness Congress symposium; November 6-13, 2009; Merida, Yucatan, Mexico

Citation

Li, Chieh-Lu; Chick, Garry E. 2011. Examining visitors' behavioral intentions and behaviors in a Taiwan National Park. In: Watson, Alan; Murrieta-Saldivar, Joaquin; McBride, Brooke, comps. Science and stewardship to protect and sustain wilderness values: Ninth World Wilderness Congress symposium; November 6-13, 2009; Merida, Yucatan, Mexico. Proceedings RMRS-P-64. Fort Collins, CO: U.S. Department of Agriculture, Forest Service, Rocky Mountain Research Station. p. 211-214.