Preferences of Tourists for the Service Quality of Taichung Calligraphy Greenway in Taiwan

Abstract

This study explores preferences for a set of attributes that characterize the recreational value of Calligraphy Greenway, the most notable greenbelt in Taichung City, Taiwan. As an urban green space, the Calligraphy Greenway has its own recreational attributes and visitors' preferences. This study uses the choice experiment method to determine visitors' preference levels for five major attributes to improve the recreational quality. On average, each visitor visited there 9.15 times in the past year and spent 2.37 h per visit. Of the five recreational attributes, satisfaction with recreational activity opportunities had the highest score and satisfaction with cultural landscape resources had the lowest score. The importance is ranked in the order of recreational service quality, total recreational cost, environmental landscape resources, cultural landscape resources and recreational activity opportunities. Considering difference of groups, female visitors were more concerned with cost and activities but male visitors were more concerned with service quality and natural/cultural landscape resources. Local visitors were more concerned with cost and activities but non-local visitors were more concerned with environmental/cultural landscape resources. Both were concerned with service quality. Based on the results, this study makes the following recommendations: cultural landscape resources and quality of recreational services and facilities should be improved and more complete interpretative educational guidance should be provided to increase visitors' willingness to visit. Additionally, it is suggested to set up various districts to cater for preferences of different visitor groups.

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Addressing Gender Inequities in Forest Science and Research

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