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Examining visitors' behavioral intentions and behaviors in a Taiwan National ParkAuthor(s): Chieh-Lu Li; Garry E. Chick
Source: 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.
Publication Series: Proceedings (P)
Station: Rocky Mountain Research Station
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DescriptionIn 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.
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CitationLi, 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.
Keywordswilderness, biodiversity, conservation, protected areas, economics, subsistence, tourism, traditional knowledge, community involvement, policy, stewardship, education, spiritual values, Taroko National Park, Taiwan
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