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Tallinn, Estonia 2014
PROGRAMME
The 7th International Conference on
Monitoring and Management of Visitors in
Recreational and Protected Areas (MMV)
Local Community and Outdoor Recreation
August 20 - 23, 2014
Tallinn, Estonia
PROGRAMME
PARALLEL SESSIONS 3 - Friday, August 22, 09:00 - 11:00
3A Behavioural and identity
aspects of outdoor recreation
3B Visitor monitoring
techniques
CHAIR Robert Burns
Room: A-002
CHAIR Arne Arnberger
Room: A-242
World Heritage brand awareness
and impact: a study of Canadian and
US park visitors’ knowledge of and
behaviour toward the World Heritage
brand
Elizabeth Halpenny
The benefits of using randomised
experimentation rather than
observational studies for visitor survey
social research
Ross Taplin, S. Moore, K. Rodger
11
Modelling service quality, satisfaction
and behaviour intention among cultures:
the case of cultural and language group
in Taiwan
Chieh-Lu Li, Keng-Yu Liu, Tetsuya Aikoh
Guests’ reactions to being monitored:
the balancing act of added value and
privacy concerns
Brendan Richard, Laura Altin
Outdoor recreation and place identity in
the Kristianstad Vattenrike
Thomas Beery
Revealing sense of place through
analysis of interpretive messages in
forest settings
Patricia A. Stokowski, Monika M. Derrien
* Organized sessions
New ideas for monitoring visitors
Martin Goossen
Usefulness of GPS tracking in
monitoring skitourers’ activity in Tatra
National Park, Poland
Mikołaj Bielański, P. Adamski, Z.
Witkowski
Monitoring the patterns of visitor use at
World Heritage sites
Luís Monteiro, K. Svobodova, P.Sklenička
Valuing abiotic nature - upgrading
preliminary version of Geosite
Assessment Model (GAM) by using
Analytic Hierarchy Process (AHP)
Miroslav Vujičić
Djordjije Vasiljević
Identifying health and wellbeing
benefits perceived by visitors in Finnish
protected areas
Veikko Virkkunen, J. Erkkonen, L. Kajala,
M. Aarnio, R. Mansikkaviita, T. Lepikkö,
H. Kaikkonen, R. Korpelainen
Understanding mountain bikers’ choices
of recreational settings
Steve Taylor
Handicapped opportunities on public
beaches, example of Stroomi beach
Märt Melsas
Perceptions of the disabled people about
the nature trails
Mart Reimann, Sören Jõõras
Who is hiking in the Tatra National
Park, Poland? A socio-demographic
portrait of visitors
Karolina Taczanowska, C. Brandenburg,
A. Muhar, K. Hat-Pawlikowska, S.
Ziobrowski, B. Chlipała, S. Grocholski, J.
Krzeptowski, M. Jodłowski, M. Bielański,
Z. Witkowski, J. Balon, J. Berbeka, K.
Berbeka, W. Biernacki
CHAIR Tuija Sievänen
Room: A-402
Recreational indicators in the Danish
National Forest Inventory – experiences
and results
Frank Søndergaard Jensen, T. NordLarsen, V. K. Johannsen, H. Skov-Petersen
Indicators for sustainable recreational
use of forests and other natural
resources– experiences from Northern
Europe
Tuija Sievänen, D. Edwards, P. Fredman, F.
S. Jensen, O. I. Vistad
Toward indicators of nature-based
recreation in Sweden
Peter Fredman
What is “wise use” and “acceptable
disturbance” of wildlife in protected
areas? On balancing nature protection
and recreation
Odd Inge Vistad
MMV – Tallinn 2014
Making ‘sensible’ places: normative
considerations in the management of
protected areas
Daniel R. Williams
Monitoring the attractiveness of an
UNESCO World Heritage region:
identifying 14 million fans of the
international Wadden area
Nora Mehnen
Frans J. Sijtsma
3C Understanding visitor needs * 3D Developing
indicators for nature-based
CHAIR Alan Graefe
recreation and tourism
Room: A-303
Modeling service quality, satisfaction and behavior intention among
cultures: The case of cultural and language group in Taiwan
Chieh-Lu Li & Keng-Yu Liu
National Chung Hsing University, Taiwan
Tetsuya Aikoh
Hokkaido University, Japan
Service quality perception, satisfaction and behavior intention are one of the most important
issues and frequently studied topic in the service industry that included the parks and
recreation sector. Previous studies found that different patterns in parks and recreation both
within nation and among cultural groups. However, very few studies attempted to model
customer service concepts among different cultural groups. The purpose of this study was to
examine the differences and relationships of service quality, satisfaction and behavior
intention among three main cultural groups in Taiwan including Hoklo, Hakka and
Mainlander group. In particular, the role of two language groups, i.e., Hoklo and Hakka
language groups, two most recognized regional language groups were also explored.
The data was collected from Taroko National Park from 2007 to 2008, and Huisun National
Forest Recreation Area from 2009 to 2011. Using purposive sampling procedures, a total of
2179 valid questionnaires were obtained from on-site visitor surveys.
The study findings were described as below: (1) There were significant differences in service
quality, satisfaction and behavior intention among different cultural and language groups.
Visitors who were Hakka group, Non-Hoklo language group and Hakka language group
tended to have lower service quality perceptions and behavior intentions. (2) All the six
structural models testing revealed good model fits. Specifically, service quality significantly
and positively influenced on satisfaction in the overall sample, Mainlander group model, as
well as Hoklo language and Hakka language group model. Service quality significantly and
positively influenced satisfaction, and satisfaction significantly and positively influenced
behavior intention in the overall sample and Hoklo group model, as well as Hoklo language
and Hakka language group model. (3) The overall R-square statistics of all models were
between 0.38 to 0.59, indicated good practical significance in explaining visitor behavior
intentions from service quality and satisfaction. The management implications for each
cultural and language group were also provided.
λ1 Facility ε1 0.448 λ2 Management ε2 0.211 λ3 Service ε3 0.416 λ4 Information ε4 0.388 0.743 0.888 η1
0.764 Service
quality
0.782 γ1＝0.446 γ2＝0.371 η2
0.792 Satisfaction
Behavior
intention
ε5 0.373
ζ1＝0.173 γ3＝0.358 η3
λ5 Satisfaction 0.880 λ6 Recommend
ε6 0.226 0.771 λ7 Revisit ε7 0.406 GFI= 0.988
CFI= 0.988
RFI= 0.976
AGFI= 0.973
RMSE= 0.016
RMSEA= 0.055
ζ2＝0.161 Figure 1. The structural model of service quality, satisfaction and behavior intention using the overall sample 1