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A STUDY OF TAIWANESE TOURISM BUSINESS AND GOVERNMENT LEADERS' PERCEPTIONS CONCERNING TOURISM RESEARCH by Yifong Wang B.A in Business Mathematics, Soochow University Taiwan, 1989
M Math in Statistics and Actuarial Science, University of
Waterloo, Ontario, Canada, 1993
DISSERTATION
Submitted in Partial Fulfillment of the Requirements for the Degree of
Doctor of Philosophy
Health, Physical Education and Recreation The University of New Mexico
Albuquerque New Mexico
March 2000
Trang 4UMI Number 9977787 @ UMI UMI Microform 9977787
Copyright 2000 by Bell & Howell Information and Leaming Company Ail rights reserved This microform edition is protected against
unauthorized copying under Title 17, United States Code
Bell & Howell Information and Learning Company 300 North Zeeb Road
Trang 5
Vifong Wang
Candidate
Educational Specialties - Health, Physical Education and Recreation
Department
This dissertation is approved, and it is acceptable in quality and form for publication on microfilm:
Approved by the Dissertation Committee:
Trang 7DEDICATION
This dissertation is dedicated to the most important people in my
Trang 8ACKNOWLEDGEMENTS
| would like to extend special thanks to my dissertation committee for their patience in helping me achieve this distinguished goal: Dr Paul Miko, Dr Eddie Dry, Dr Allan Parkman, Dr Monica North, and Dr David Scott My infinite gratitude is extended to Dr Miko whose support,
encouragement, and numerous editing sessions were invaluable during this study | am deeply grateful to Dr Eddie Dry, who taught me so much about tourism knowledge during the past three years To Dr Parkman and Dr North who provided great insight and the critical analysis that helped make this study successful Finally, my sincere appreciation belongs to Dr Scott who gave me impressive suggestions for this project from different perspectives
Additionally, | would like to thank my wife, Chiung-Yu, and my parents-in law who take care of me and my little daughter, Fiona Wang Without their help, | would not have been able to complete this work
Finally, | would like to thank my mother Wu, Ching-Ju again She dedicates her time and efforts to support me and my two brothers, who are also studying for the Ph.D in the United States Without her support, | would never have accomplished this study | appreciate her love and help
Trang 9
A STUDY OF TAIWANESE TOURISM BUSINESS AND GOVERNMENT LEADERS' PERCEPTIONS
CONCERNING TOURISM RESEARCH
BY Yifong Wang
ABSTRACT OF DISSERTATION Submitted in Partial Fulfillment of the
Requirements for the Degree of Doctor of Philosophy
Health, Physical Education and Recreation The University of New Mexico
Albuquerque, New Mexico
March 2000
Trang 10A STUDY OF TAIWANESE TOURISM BUSINESS AND GOVERNMENT LEADERS’ PERCEPTIONS CONCERNING TOURISM RESEARCH
by
Yifong Wang
B.A in Business Mathematics, Soochow University, Taipei, Taiwan, 1989 M Math in Statistics and Actuarial Science, University of Waterloo, Ontario,
Canada, 1993
Ph.D in Health, Physical Education and Recreation, University of New Mexico,
2000
ABSTRACT
Taiwanese tourism is a dynamic sector of the economy both in the inbound travel and outbound travel market According to the Annual Report on Tourism 1998, published by the Republic of China, outbound Taiwanese tourists
have grown to approximately 6 million, and inbound tourists have grown to
approximately 2 million Because of the rapid growth in tourism in Taiwan, there
is also an increasing demand for human resources for the tourism industry Since
1990, many universities have observed this trend and, therefore, have created academic tourism programs focused on training students in tourism knowledge, but not on providing research services to the tourism industry Thus, not like the
U.S., there are no tourism research centers at universities in Taiwan
However, for the tourism industry, the need for tourism research is as important as the tourism education Therefore,the general problem of this study was: What are the perceptions of tourism business and government leaders in
Trang 11Tainan toward tourism research and the establishment of a university tourism research center?
The purpose of this study was to assess the perceptions of tourism business and government leaders in Tainan, Taiwan, toward tourism research in general and the possible creation of a university tourism research center
Additionally, this study identified important variables relevant to Taiwan tourism research services that would be most beneficial to the Tainan area
The survey research method was applied in this study Twenty-nine questions were formulated for the survey questionnaire A total of 110
questionnaires were sent out to the study participants on June 26, 1999 Ejighty- six of the total participants completed the questionnaire (74 out of 95 tourism business leaders and 12 of 15 government leaders) The overall response rate was 78.2%
The survey found a significant difference between tourism business leaders and government tourism leaders with regard to perceptions concerning the role and benefits of tourism research Generally, government tourism leaders appear to have more positive perceptions and attitudes toward tourism research than tourism business leaders In addition, a significant correlation was found between the size of tourism businesses and their leader's perceptions
concerning the role and benefits of tourism research
Six significant differences were also found between tourism business leaders and government tourism leaders with regard to tourism research areas of
interest relevant to the Tainan area These six tourism research areas were
Trang 13Government tourism policy studies, Domestic travel promotion studies, Regional economic impact studies, Eco tourism studies, Land transportation studies, and investment studies
Employment in the business or government tourism sector was a also significant factor affecting the leaders’ perceptions concerning the establishment of a university tourism research center A significant difference was found
between tourism business leaders and government tourism leaders with regard to perceptions concerning the establishment of a university tourism research center
The “size” of a tourism business was also significantly correlated to the tourism business leader's perceptions concerning the establishment of a
university tourism research center In addition, “location,” “reputations of research faculties,” “the quality of researchers’ proposals,” “clearly defined objectives and schedules of the research proposal,” the “proposed center’s experience and knowledge about tourism research,” and “price” were important factors identified among most survey participants when considering contracting with a tourism
Trang 15TABLE OF CONTENTS
List of Figures weqœwqœ%œ%td@040400007006060600406060041004041 000) 46 000 dý 4 lf đồ dì lÚ Œ dì 0 @ Ú MP 6 4c gi 9 @ G 0 0 0B, 9904200404046 04g ví ng @ 0 xiii
List Of Tablles ccccccccscsccscccecerceneccncccsecersnausenssccecennscensanseccesees MAW
CHAPTER l: INTRODUCTION ƒ H)es 0e 0N" 1 TOURISM RESEARCH IN THE UNITED STATES -.QQQQ TQ Q22 na 1 TOURISM RESEARCH IN TAIWAN 0.0 00ccccccceecccessccsecesceascereseccvsascecaereaevcsseveseveaes 3 PERCEPTIONS CONCERNING TOURISM RESEARCH 4 PURPOSE OF THE STUDY QQQQQQQQQ Q00 HH HH HH nh cm na 5 STATEMENT OF THE PROBLEM .cccccesscccussccccesseseccsuaececeusecsaceseccasceceeecees 6 RESEARCH QUESTIONS .0 0 ccsccceecceessececerenccesessecsecsscnssaneeecancnsssetevevsrsectsenares 6 RESEARCH HYPOTHESES .0 02cccceccsecccceeccecccecesrcaececaccecsecusseceeseusacecasersneress 6 Si cà de) e-sai 3i n4 9 ASSUMPTIONG QQQQQ Q0 Q20 HT TH Ty KH ung c 9 DELIMITATIONS QQQQQQQQQQ 0Q H Q2 TH HH ng HS K ky nhu xen re 9
"r5 0 .4 10
DEFINITIONS OF TERMS -QQQQQQQQ Q00 HH HH HH nàn n1 nan sa, 10
CHAPTER II: REVIEW OF LITERATURE 12 UNIVERSITY RESEARCH COLLABORATION WITH ÏNDUSTRY cc 12 Factors in Research Collaboration Q.0 Q TQ HH nen nan se 14 Marketing Research - Q.00 Q2Q0Q200220 02 HH HH HH HH nh re 15 TOURISM RESEARCH QQQQQQQQQ2Q0 00000000200 HH HH nu K2 cac 15 Tourism Research SponSorS QQQQQQ.QQQ HH nghe 19 UNIVERSITY RESEARCH COLLABORATION WTTH TOURISM c 19 TOURISM RESEARCH USERS’ ATTITUDES AND NEEDS MEASUREMENT 21 TOURISM RESEARCH IN TAIWAN 0 00cc0ccccescesscccsevecccscccscacceusacsrenerensevaneesaecs 25
Trang 17CHAPTER II: METHODS Lee đŨ
E0 m)- 5i cm 4ã 30 Tourism Demographic Overview of Taiwan -Q ca 30 Tourism Demographic Overview of Tainan _ QQnooc ce, 30 Southern Taiwan University of Technology Seo 31 Department of Tourism at Southern Taiwan University of Technology 32 =ủ háo 001 ï° N" 32
SURVEY RESEARCH " 33
INSTRUMENT DEVELOPMENT -Q Lọ 2n HH“ HH ve sre 34 Validation of the Survey Instrument in Mandarin Chinese 37 RELIABILTTY OF THE SURVEY TQ TQ Q0 Q Q.2 TH HH kg 2xx 39 IMPLEMENTATION OF SURVEY Q-QQ QQQQ TQ Q.01 HH TH ng rà 40 ANALYSIS OF DATA 20000 Sa S 41
SURVEY RESPONSE RATE 00.0.0 .0o occ cccccccncccccoecceceecececesccersussseescescececuseuatestsersane 43 RESULTS OF PART | OF THE QUESTIONNAIRE 0 00000000 000 ccccccecceecccececececceecseceenaeces 44 RESULTS OF PART I] OF THE QUESTIONNAIRE .000000000000ccccccccsscscsscerseecceseennecees 50 RESULTS OF PART IIT OF THE QUESTIONNAIRE 0 c.c00ccccccceccscecacsecsensecessecsseeseceeneeeces 66 RESEARCH FÍYPOTHESES TESTING RESULTS Ặ LH n2 se 77
CHAPTER V: SUMMARY, FINDINGS, DISCUSSIONS, AND
RECOMMENDATIONS ii 3
=2 HH 113
Purpose of the Study QQ LH Q22 TH ng n ng neo 113 Statement of the Problem Q.12 HH HH ren rea 113 Research Questions 2.0.0.0 ccc ceccececeeeecscecssacceccecsseerssceeegessneenserenasssease 114 Procedures of the Study QQQQQQQ Q.02 2n HH HH TH nen crec 114 Profile of the Study Subiects - LH Hy cn nen nen cec 114
8) cm ố.ố <4 115
Trang 19DISCUSSIONS 0ccccccccecncccceccecccenccocnccensccsnceccncecsssseeacecescecescccecsacaececaeecsnens 123
Discussion of the Findings for Research Question 1 123
Discussion of the Findings for Research Question 2 127
Discussion of the Findings for Research Question 3 129
Summary and Discussion of Addibonal Findings 131
RECOMMENDATIONS nh e 133
APPENDICES) .csssccssscssccccccnsenatenensccesccescccssscccscseccceneccccsecsssseneze 146 A The Study Approval from UNM-Institutional Review Board (IRB) 147
B The Panel of Experts QQQQQQQQQQQQ Quy nrx 149 C Workshop for Survey Assistanfs QQQQQQQQ.Q2nH Hs 151 D Questionnaire (English) Q.00 Q02 HH HH HH HH nxưyc 153 E Questionnaire (Chinese) QQQQQ.QQQQQQQ.nQ.nn nu HH v2 vs rey 164
Trang 21List of Figures
Trang 23List of Tables
TABLE 4-1
RESULTS OF SELECTIONS BY RESPONDENTS IN REGARD WITH THEIR INTEREST IN
TOURISM RESEARCH AREAS LISTED IN QUESTION #Í16 -QQQQQQQ se 61
TABLE 4-2
TOURISM RESEARCH AREAS RANKED BY THE OVERALL RESPONDENTS 62
TABLE 4-3
PREFERENCES OF UNIVERSITIES AS COOPERATIVE RESEARCH PARTNERS SELECTED BY OVERALL RESPONDENTS IN TAINAN AREA, TAIWAN .0 ccccccececcecccccsceseeseaeecase 75
TABLE 4-4
OVERALL MEAN, VARIANCE, AND STANDARD DEVIATION (QUESTIONS #7-#14) OF
TOURISM BUSINESS LEADERS AND GOVERNMENT TOURISM LEADERS .00 78 TABLE 4-5: ANOVA TABLE FOR HYPOTHESIS 1.A 200.000 cccccccccccc cece ccsuececsceesseceseveus 78 TABLE 4-6: ANOVA TABLE FOR HYPOTHESIS 1.B ooo ooo oo coe cececcccccccceseccseccsesecene 79 TABLE 4-7: ANOVA TABLE FOR HYPOTHESIS 1.C Q ĐT TQ TH se 81 TABLE 4-8: ANOVA TABLE FOR HYPOTHESIS 1.Ð 82 TABLE 4-9: ANOVA TABLE FOR HYPOTHESIS 1.E.: SIZE OF BUSINESS -.- 84
TABLE 4-10
ANOVA TABLE FOR HYPOTHESIS 1.E.: ANNUAL REVENUE OF TOURISM BUSINESS 85 TABLE 4-11
PERCENTAGES OF RESPONDENTS WHO SELECT THE TOURISM RESEARCH AREA AS THEIR RESEARCH INTEREST 000.0000 ooo c ccc ceececcncceccccecceccacceccecaecetacsunssessseceseeuassereercucteseeeeces 86 TABLE 4-12: TOURISM RESEARCH AREAS RANKED BY TOURISM BUSINESS LEADERS 88
TABLE 4-13
TOURISM RESEARCH AREAS RANKED BY GOVERNMENT TOURISM LEADERS 89
Trang 25TABLE 4-14
TESTS FOR PROPORTIONAL DIFFERENCE BETWEEN BUSINESS GROUP AND GOVERNMENT
GROUP 0.0 occ cece ceecncescecesceecsocccuasenaceceaccerecscnaecteecearecsaeecserseceseeetasssaneenecstaucureccseee 91 TABLE 4-15 F-VALUES & P-VALUES DRAWN FROM ANOVA TABLES FOR HYPOTHESIS 2.B 94 TABLE 4-16 F-VALUES & P-VALUES DRAWN FROM ANOVA TABLES FOR HYPOTHESIS 2.C 96 TABLE 4-17 F-VALUES & P-VALUES DRAWN FROM ANOVA TABLES FOR HYPOTHESIS 2.D 98 TABLE 4-18
F-VALUES & P-VALUES DRAWN FROM ANOVA TABLES FOR HYPOTHESIS 2.E (SIZE OF THE TOURISM BUSINESS) .0.00 00 cccccccccveccccenaeceaaeveseccessenssccsscessesceessssansenesers 101
TABLE 4-19
F-VALUES & P-VALUES DRAWN FROM ANOVA TABLES FOR HYPOTHESIS 2.E (ANNUAL REVENUE OF THE TOURISM BUSINESS) 0.000 0000 00.ccecccoccoeeccccecccaceuccesssevecsessaecaneees 102
TABLE 4-20
OVERALL MEAN, VARIANCE, AND STANDARD DEVIATION (QUESTIONS #18-#24) OF TOURISM BUSINESS LEADERS AND GOVERNMENT TOURISM LEADERS 104 TABLE 4-21: ANOVA TABLE FOR HYPOTHESIS 3.A QQQQ TQ 105 TABLE 4-22: ANOVA TABLE FOR HYPOTHESIS 3.B cccccccceccsscssvessccucecececoees 106 TABLE 4-23: ANOVA TABLE FOR HYPOTHESIS 3.C Q DO One, 107 TABLE 4-24: ANOVA TABLE FOR HYPOTHESIS 3.D TQ TQ Tnhh nhe 109 TABLE 4-25
Trang 29Chapter |
introduction
The tourism industry is growing rapidly Lattin (1997) described the worldwide tourism growth based on the 1991 World Tourism Statistics:
Tourism boom woridwide has been amazing By the year 2000, tourism is expected to be the world’s largest industry Its annual growth sales exceed $2 trillion, accounting for 6% of the total of all nations’ gross national products Over 112 million people worldwide are employed in the tourism industry (p.10)
Since the economic scale of the tourism business has been expanding, the tourism business is facing more and more challenges Like industrial research, tourism research is considered to be an important method for the tourism business to explore their operating problems and managerial strategies Baker, Hoizer & Rodgers (1994) pointed out that:
As tourism becomes an increasingly important sector of the economy, tourism-related research can be expected to expand in both magnitude and scope as a critical supporting function for the tourism industry (p.3)
Additionally, Demetriadi (1995) stated:
in fact the need for continued hospitality and tourism research should be regarded as a priority concern since it is claimed that tourism will be the biggest industry worldwide by the year 2000 (p.5)
Tourism Research in the United States
The United States invests a lot of money in research and development (R&D) According to Smith (1992, October), in the early 90s, the U.S spent 2.7% of its GDP, $157 billion, for government and civilian R&D (p.74) Even though no information exists indicating how much the U.S allocates of its R&D investment to tourism research, the U.S tourism research foundation still looks strong This
Trang 31is because many famous universities, like the University of Colorado, Boulder, and tourism consulting firms, such as Smith Travel Research, dedicate their work to tourism research and generate a variety of research publications
A university research alliance with industry is very common in the United States Mowery (1994) explained the close research collaboration between industry and universities in the science arena:
During the past decade, financial support from industry has established a number of facilities on US university campuses to conduct research with potential commercial values Support for these initiatives has come from the federal government as well as private industry, as the National Science Foundation has funded the establishment of engineering research centers on university campuses The financial structure of these centers is also novel, since it combines “seed-maney” support from the federal government (as well as, in many cases, state and local governments) with major contributions from private corporations that are affiliated with the centers (p.553)
if this collaboration could be replicated for tourism researchers, it would generate an ideal situation for the tourism industry Currently, the state of industry and research partnerships in tourism is in its infancy Thirty-two
university tourism research institutes were listed in the 1996 Research Centers Directory However, this list is not inclusive and neglects some outstanding centers with a long history of excellence that also partner with industry For example, the Bureau of Tourism & Recreation Research (BTRR) at Illinois State University was not in the directory but it provides important expertise to the tourism and jeisure industry in the United States Moreover, some university tourism professors have research grants from the tourism business but are not
Trang 33Tourism Research in Taiwan
Taiwanese tourism is a dynamic sector of the economy both in the inbound travel and outbound travel market According to the Annual Report on Tourism 1998, published by the Republic of China, outbound Taiwanese tourists have grown to approximately 6 million, and inbound tourists have grown to
approximately 2 million
In addition, due to a great economic development in Taiwan since 1990, more and more businesses are adopting a new leisure policy for their employees Traditionally, Taiwanese worked six days a week The new policy mirrors the policy in Western countries: five working days per week This new policy has resulted in more demands on the outdoor recreation industry including domestic tourism in Taiwan
Because of the rapid growth in tourism in Taiwan, there is also an increasing demand for human resources for the tourism industry Since 1990, many
universities have observed this trend and, therefore, have created academic tourism programs For example, Southern Taiwan University of Technology in Tainan, southern Taiwan, was one of these universities
Even though these new academic programs in tourism have been training students in tourism knowledge so that they can pursue a successful career in the future, a “research alliance with the industry” has not been developed in these academic programs Thus, there are no tourism research centers at universities
Trang 35Perceptions Concerning Tourism Research Smith (1995) emphasizes that:
Tourism is a major force in global trade It plays a vital role in the social, cultural and economic development of most nations, and has the potential both to preserve heritage and to destroy it Despite the importance of the research use of the industry, reliable, verifiable and objective information can be frustratingly difficult to obtain (p.28)
As stated above, the need for accurate tourism research is as important as the tourism education/hospitality service programs of a university However, there is still a lack of data regarding the use of tourism research in Taiwan If tourism research is so important to the tourism industry, why is there no strong “research alliance with the industry’ in Taiwan? If a new tourism research center were to be established, what are the tourism business and government leaders’ perceptions about creating such a tourism research center in a university in Taiwan? Do they feel they need or want a tourism research center? What are their perceptions concerning the role of tourism research?
in fact, the relationship between the research centers and industry is like that between the service providers and service consumers Some university
professors even call the businesses they serve “clients” (Metzger, 1993, p.17) Based on this relationship, one of the important factors that affect the consumers’ behaviors is consumers’ perceptions and attitudes In general, perceptions refer to direct or intuitive cognition Foxall (1980) defined attitude as a predisposition to respond in a consistent manner to a stimulus; i.e., a tendency to act or behave in some predictable way (p.67) Churchill, Jr & Peter (1995) offered a more
Trang 37When people are motivated to meet a need, the way they meet the need depends on their attitudes toward the various alternatives An attitude is the combination of a person's beliefs and evaluations about something, leading to tendency to act in a particular way
(p.244)
Therefore, studying tourism business and government leaders’ perceptions and attitudes is essential for establishing a tourism research center Additionally, besides obtaining the outcome of consumers’ perceptions and attitudes such as positive vs negative, favorable vs unfavorable, relevant factors relating to consumers’ behaviors should be identified as well since they may be equally as important For example, researchers’ reputation and their research proposals are the two other possible factors that will affect consumers’ perceptions toward a research provider McLoughlin (1970) suggested that:
Literally, the reputation of the company is at stake with each government research and development contract accepted The government expects-and has a right to expect-that the work performed under a research contract will be accomplished within defined time schedules, defined objectives, and defined price (p.57)
He further stated that:
A research organization might consider enriching itself by soliciting outside research contracts from customers in government or industry in such a situation, the research organization must expect to conduct proposal efforts to obtain external contract business (p.166)
Therefore, whether or not researchers’ proposals can enhance the
Trang 39Purpose of the Study
The purpose of this study was to assess the perceptions of tourism business and government leaders in Tainan, Taiwan, toward tourism research in general and the possible creation of a university tourism research center Additionally, this study identified important variables relevant to Taiwan tourism research services that would be most beneficial to the Tainan area
Statement of the Problem
What are the perceptions of tourism business and government leaders in Tainan toward tourism research and the establishment of a university tourism research center?
Research Questions
This study was guided by the following research questions
1 What are the perceptions of Tainan tourism business and government leaders concerning the role and benefits of tourism research?
2 What are the tourism research areas of interest most relevant to the Tainan area?
3 What are the perceptions of Tainan tourism business and government leaders concerning the establishment of a university tourism research center?
Research Hypotheses