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2020 1053 ijoi http www ijoi online org constructing integrated rural tourism innovation development indicators ping tsan ho assistant professor department of leisure and sports college of life and creativity ...

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                                 2020-1053 IJOI 
                              http://www.ijoi-online.org/ 
                                                          
                                     
            CONSTRUCTING INTEGRATED RURAL TOURISM INNOVATION 
                         DEVELOPMENT INDICATORS 
                                     
                                Ping-Tsan Ho*   
                    Assistant Professor, Department of Leisure and Sports, 
                  College of Life and Creativity, Cheng Shiu University, Taiwan 
                       *Corresponding Author: k0630@csu.edu.tw 
                                     
                                Chun-Te Lee   
                    Associate Professor, Department of Leisure and Sports, 
                  College of Life and Creativity, Cheng Shiu University, Taiwan 
                                     
                                  Abstract 
                                     
           This study is based on the principle of tourism supply and demand to integrate the 
           concept of integrated rural tourism and destination branding. This study has the fol-
           lowing purposes: 1) to explore the relationship between integrated rural tourism, ru-
           ral capital and destination branding, 2) to analyze and evaluate the rural tourism in-
           novation development and its integrated indicators, and 3) to construct and analyze 
           integrated rural tourism innovation development indicators in Taiwanese context. 
           Delphi method and Analytic Hierarchy Process are used to construct an integrated 
           rural tourism development indicator structure. The obtained indicator structure has a 
           total of 4 subsystems, 12 dimensions, and 52 indicators. The weight of subsystem is 
           0.37 for rural destination branding, 0.288 for rural tourism sustainability, 0.173 for 
           rural tourism capital, and 0.169 for rural tourism networking. The research findings 
           draw the following  conclusions.  First,  the  evaluative  indicators  were  established 
           based on the concept of holistic rural development, and the finding suggested that 
           building stakeholders’ mutual interest and interaction is important. Second, destina-
           tion branding strengthens the foundation of integrated development, in turn increas-
           ing destination identity and respectfulness of the destination. Finally, a rurality of 
           evaluative indicators used in a rural context can discriminate them from other indi-
                                                            300 
                       The International Journal of Organizational Innovation 
                            Volume 12 Number 4, April 2020 
                                                              2020-1053 IJOI 
                                                         http://www.ijoi-online.org/ 
                     cators. This study suggests future research can take a comparative study with other 
                     region or explore dimensions from different stakeholders’ perspectives. 
                      
                     Key Words: Rural Tourism; Integrated Rural Tourism Innovation Development; Des-
                            tination Branding; Evaluative Indicator. 
                                                                               
                                        Introduction                    resources. In addition to improving the 
                                                                        rural  economy,  it  also  helps  maintain 
                           In recent years, the willingness of          the rural lifestyle (Richard & Sharpley, 
                     domestic  tourism  has  increased.  The            1997). 
                     government has implemented a number                 
                     of policies to strengthen visitors' travel-              From  the  perspective  of  tourism 
                     ling  to  various  parts  of  Taiwan  for          supply and demand, the development of 
                     sightseeing and tourism. With the help             rural tourism often requires the integra-
                     of the aforementioned policies, tourism            tion of different factors, including coop-
                     operators  in  various  destinations  have         eration of government units, community 
                     gradually  developed  various  tourist             residents,  tourists,  tourism  operators, 
                     itineraries to enhance the development             professional  academic  units,  local  in-
                     of various destinations, and the tourists          dustries,  non-profit  organizations,  and 
                     have  more  diversified  options  for  do-         local tourism resources. The level of in-
                     mestic tourism. Rural tourism has be-              teraction  and  complexity  are  highly 
                     come one of the domestic tourism op-               challenging.  In  recent  years,  foreign 
                     tions, and it has become a way to de-              scholars  and  rural  research  institutions 
                     velop and improve the living standards             have  begun  to  put  forward  integrated 
                     and environmental quality of local peo-            views. In addition to including the per-
                     ple in rural areas (Page & Getz, 1997;             spective of local residents, the Integrated 
                     Richard & Sharpley, 1997). Based on                Rural Tourism (IRT) model starts from 
                     the  strong  interdependence  between              the destination, considering the integra-
                     rural tourism and rural areas, if there is         tion  elements of culture, society,  econ-
                     no one that can operate a vibrant coun-            omy,  environment,  etc.,  and  including 
                     tryside or has attractive rural resources,         seven dimensions: stakeholder network-
                     there  will  be  no  products  available  to       ing, tourism scale, tourism endogeneity, 
                     the  rural  tourism  industry  to  sell  to        sustainability,  tourism  embeddedness, 
                     consumers.  At  the  same  time,  rural            tourism complementarity, and local em-
                     tourism  is  considered  to  be  a  driving        powerment  (Clark  &  Chabrel,  2007; 
                     force of protecting the complete rural             Saxena,  Clark,  Oliver,  &  Ilbery,  2007; 
                                                                                                                   301 
                                            The International Journal of Organizational Innovation 
                                                      Volume 12 Number 4, April 2020 
                                                             2020-1053 IJOI 
                                                        http://www.ijoi-online.org/ 
                     Cawley,  &  Gillmor,  2008).  The  inte-          tourists to gain a perception of the area 
                     grated  destination  development  model           and create relationships and connections 
                     can lead to regional economic prosperity,         with destinations (Nickerson & Moisey, 
                     and the essence of the model has a start-         1999).  Furthermore,  consistent  brand 
                     ing  point  of  low-  destructiveness  for        elements can shape tourists' travel image 
                     natural  scenic  spots  and  artificial  com-     of  destinations  and  strengthen  brand 
                     munities. Therefore, in order to have the         identity (Cai, 2002). Therefore, destina-
                     opportunity  to  strike  a  balance  for  the     tion branding can affect tourists' impres-
                     destination  development,  the  complex           sions of destinations, strengthen the re-
                     multi-relation  and  the  cognition,  use,        sources of the destinations, and further 
                     and  integration  of  resources  must  be         connect integrated development. Indica-
                     taken  into  consideration.  As  such,  the       tors  can  help  an  area  in  evaluating  the 
                     integrated rural tourism perspective has          relevant development status. For the fu-
                     its research necessity, and exploring the         ture  decision-making, establishing indi-
                     relationship  and  connection  between            cators  can  evaluate  the  status  of  inte-
                     residents,  tourism  industry,  tourism  re-      grated  rural  tourism  development  in 
                     sources, or even government units in the          Taiwan. In short, this study has the fol-
                     rural  tourism  development  has  become          lowing  purposes:  1)  to  explore  the 
                     an important subject of this study.               meanings between integrated rural tour-
                                                                       ism, rural capital and destination brand-
                           For  the  sustainability  of  destina-      ing, 2) to analyze and evaluate the rural 
                     tions,  in  addition  to  properly  utilizing     tourism development and its integrated 
                     local   tourism  resources,  connecting           indicators, and 3) to construct and ana-
                     stakeholders, integrating the tourism in-         lyze  integrated  rural  tourism  develop-
                     dustry,  and  strengthening  community            ment indicators in Taiwanese context. 
                     capabilities, tourists are another impor-               
                     tant  factor  driving  rural  development.                    Literature Review 
                     When tourists go to destinations, while                                  
                     using  rural  resources,  they  bring  eco-                     Rural tourism 
                     nomic benefits and cause different im-                                   
                     pacts thereto. Tourists also get different             If discussing the definition of rural 
                     experiences  and  travel  images  in  the         tourism by the angle of the early geo-
                     process. The concept that tourists need           spatial space categorization, as long as 
                     multiple experiences is gradually form-           it  is  a  tourism  or  recreation  behavior 
                     ing  a  destination  branding  model  (Cai,       that  occurs  in  rural  areas,  it  is  called 
                     2002).  Destination  branding  allows             rural  tourism.  The  Commission  of 
                                                                                                                 302 
                                           The International Journal of Organizational Innovation 
                                                     Volume 12 Number 4, April 2020 
                                                              2020-1053 IJOI 
                                                         http://www.ijoi-online.org/ 
                     European  Communities  (1987)  states              that  can  satisfy  tourists'  visits  to  rural 
                     the  definition  of  rural  tourism,  noting       areas.  For  the  development  of  rural 
                     that it is not just agricultural tourism or        tourism to be successful, many factors 
                     rural  village  tourism,  as  long  as  the        must be considered. For example, Wil-
                     tourism occurs in rural areas, it should           son,  Fesenmaier,  Fesenmaier,  &  Van 
                     be called rural tourism. Whelan (1991)             Es (2001) proposed 10 successful ele-
                     explains  that  rural  tourism  is  actually       ments of rural tourism development as 
                     similar  to  ecological  tourism,  green           follows:  1.  comprehensive package of 
                     tourism,  and  nature  tourism.  Rural             tourism support; 2. good leadership; 3. 
                     tourism is an activity that takes place in         support and participation of local gov-
                     rural  areas  and  includes  agricultural          ernment; 4. adequate funding for tour-
                     tourism, rural village activities, nature          ism development; 5. strategic planning; 
                     trails,  and  rural  village  tourist  sites       6.  industry coordinating and cooperat-
                     (Lane, 1994; Youell, 1998). Rural tour-            ing  with  local  people;  7.  coordination 
                     ism  provides  a  space  that  is  different       and cooperation of rural tourism; 8. in-
                     from the city life as well as experiential         formation  and  technical  support  for 
                     recreational activities, allowing tourists         tourism development and marketing; 9. 
                     to achieve educational significance and            good  tourism  bureau  or  department; 
                     leisure  purpose  in  the  process.  Lane          and 10. wide range support from resi-
                     (1994)  believes  that  the  most  basic           dents in the community with regards to 
                     form of rural tourism should have the              the tourism. These elements reflect the 
                     following characteristics: (1) located in          particularity of the rural areas and the 
                     rural  areas;  (2)  the  rural  functions  are     fact  the  rural  areas  must  attach  great 
                     composed  of  small  businesses,  open             importance to the integration of people 
                     spaces,  natural  environments,  historic          and things in the community, especially 
                     sites, traditional society and traditional         that the residents are the main bodies in 
                     customs; and (3) the rural scale (such             the rural areas. When developing rural 
                     as  buildings  and  environment)  should           tourism, the residents' positive support 
                     be  small  scale  and  small  size.  Rural         for tourism is an important determining 
                     tourism  includes  the  characteristics  of        factor  for  the  development  of  tourism 
                     enjoying the local landscape and inter-            activities. 
                     acting  with  and  contacting  the  local                 
                     cultural  environment  while  emphasiz-                 Integrated Rural Tourism (IRT) 
                     ing  experiential  activities  at  the  same                              
                     time. It integrates production, life, and                Integrated  rural  tourism  has  be-
                     ecological  concept,  which  is  tourism           come a way to connect rural policies, 
                                                                                                                   303 
                                            The International Journal of Organizational Innovation 
                                                      Volume 12 Number 4, April 2020 
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...Ijoi http www online org constructing integrated rural tourism innovation development indicators ping tsan ho assistant professor department of leisure and sports college life creativity cheng shiu university taiwan corresponding author k csu edu tw chun te lee associate abstract this study is based on the principle supply demand to integrate concept destination branding has fol lowing purposes explore relationship between ru ral capital analyze evaluate in novation its construct taiwanese context delphi method analytic hierarchy process are used an indicator structure obtained a total subsystems dimensions weight subsystem for sustainability networking research findings draw following conclusions first evaluative were established holistic finding suggested that building stakeholders mutual interest interaction important second destina tion strengthens foundation turn increas ing identity respectfulness finally rurality can discriminate them from other indi international journal organi...

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