Although Western alien visitors to Taiwan have a unique, well-informed perspective of what appeals to tourists from their countries, little research has been conducted to assess their insights, representing a significant research gap. To fill this gap, this study aims to elucidate how international tourists perceive Taiwan as a tourist destination by collecting detailed qualitative data via in-depth interviews of twenty-four international expatriates. This study illustrated the image differences before and after the visit of international tourists by analyzing the dimensions of tourists’ consensus maps and the changes in their perception of the natural, social, cultural, gourmet food, and Aboriginal image of Taiwan. This study provides a better understanding of how international tourists in Taiwan view its current and potential appeal as a tourist destination, so as to identify ways of attracting new tourists from their cultures. Patterns emerged that suggest new approaches for promoting Taiwan tourism and tourism sustainability which might not occur to Taiwanese tourism professionals due to the interviewees’ unique points of view. This research concludes that the application of cultural promotion strategies, planned tour packages, and improvement of the image of nature, culture, society, food, and Aboriginal people in Taiwan will thereby improve the overall satisfaction of international tourists, building online image, and forming e-word-of-mouth.
This study explores the sustainable development of organic farms and organic farming in Taiwan by analyzing leisure services and the relationship between farmers and their entrepreneurial goals. Internet searches were used to identify 120 organic leisure farms in Taiwan with their own websites, which were subjected to content analysis. The researchers then mailed questionnaires to each Taiwanese organic farm for which a full mailing address could be located. A total of 403 valid questionnaires were obtained. Analysis of the results shows that the websites of Taiwan's organic leisure farms feature content related to three main areas: tourism and leisure, the farming experience, and environmental education. Three types of content important to organic farms are correlated with the business objectives of farmers: the non-economic objectives of farm operators are categorized into "family relationships" and "individual pursuits," whereas their economic objectives are categorized into "profitability" and "marketing opportunities." Finally, this study suggests that organic leisure farming, in addition to combining tourism and leisure, helping the environment, and fulfilling educational needs, significantly improves farm operators' family relationships and individual pursuits, increases profitability, and provides additional marketing opportunities.
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