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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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