Socio-demographic, Crowding and Satisfaction Differences among Visitors to Park and Forest Area in the US, Hong Kong and Taiwan

Size: px

Start display at page:

Download "Socio-demographic, Crowding and Satisfaction Differences among Visitors to Park and Forest Area in the US, Hong Kong and Taiwan"

Mildred York
5 years ago
Views:

1 Socio-demographic, Crowding and Satisfaction Differences among Visitors to Park and Forest Area in the US, Hong Kong and Taiwan James Absher Research Social Scientist, Emeritus Chieh-Lu Li & Shi-Jie Zhang-Jian National Chung Hsing University, Taiwan

2 Outline Background Purposes Methods Results Discussion

3 Background Growing diversity of international visitation to national parks and forests International tourist arrivals reached 1,138 million in 2014, a 4.7% increase over 2013 (UNWTO, 2015) National parks and forests around the world have become major visitor attractions

4 Background (Cont.) Demand for better service from the visitors and park and forest authorities To better understand the clientele served Promote a positive cultural understanding among cultures

5 Study Purpose 1. Examine socio-demographic, crowding and satisfaction differences among visitors to park & forest areas in the US, Hong Kong and Taiwan 2. Examine relationships of socio-demographic variables and crowding for the US, Hong Kong and Taiwan park and forest visitors. 3. Examine relationships of socio-demographic variables and satisfaction for the US, Hong Kong and Taiwan park and forest visitors 5

6 Methods Visitor on-site survey Setting: 1. Angeles & Mt. Hood National Forests in US, 2. Pokfulam Country Park in Hong Kong, 3. Taroko National Park, Basianshan, Aowanda & Huisun National Forest in Taiwan Overall, N = 5, n = 2,143 from the US, 2. n = 702 from HK, 3. n = 2,732 from Taiwan From 2002 to 2011 Use the same survey measures for all the settings 6

7 Methods (Cont.): Instrument Socio-demographics (7 items): gender, age, marital status, child in household, language spoken at home, employment, formal education Crowding Index (3 items): 9 point scale (1 not crowed to 9 crowded) Satisfaction Index (3 items): 9 point scale (1 not satisfied to 9 satisfied) 7

8 Methods (Cont.): Data Analysis Chi-square test: Socio-demographics and country One-way ANOVA test: Crowding and country Satisfaction and country Crowding and socio-demographics Satisfaction and socio-demographics Post Hoc test: Least Significant Difference (LSD) test Games-Howell test (used if Levene s test was rejected) 8

9 Results 1. Socio-demographics, crowding and satisfaction were all significantly different among the US, HK and Taiwan park and forest visitors 9

10 Socio-demographic Results differences among 3 countries χ 2 Cramer's V Country*gender *** Country*age ** Country*martial status *** Country*child *** Country*employment *** Country*education *** Note 1: *p<0.05 **p<0.01 ***p<0.001 Note 2: Cramer s V was a measure of association, with values 0.10 or less considered weak, between 0.10 and 0.30 moderate, and 0.30 or higher considered strong

11 Crowding & satisfaction differences among 3 countries Results Country N Mean SD F Eta Crowding index Satisfaction index Taiwan c 2.18 HK a 2.20 US b 1.96 Taiwan b 1.67 HK c 1.38 US a *** *** Note 1: Post-hoc test using LSD and Games-Howell method indicated same results Note 2: Different super-script indicated significant mean difference Note 3: Eta was a measure of association, with values 0.10 or less considered weak, between 0.10 and 0.30 moderate, and 0.30 or higher considered strong

12 Results (Cont.) 2. The relationship of socio-demographics and crowding: None of the socio-demographic variables were significantly different for the US visitors 1 out of 7 socio-demographics was significantly different for the HK visitors 5 out of 7 socio-demographics were significantly different for the Taiwan visitors 12

13 Crowding & Socio-demographics relationship in the Results(crowding) US sample F Eta Crowding*gender Crowding*age Crowding*martial status Crowding*child Crowding*language Crowding*employment Crowding*education

14 Crowding & Socio-demographics relationship in the Results(crowding) HK sample F Eta Crowding*gender Crowding*age 2.570* Crowding*martial status Crowding*child Crowding*language Crowding*employment Crowding*education

15 Crowding Results(crowding) and age relationship the HK sample Category Age N Mean SD Post hoc <1,2,3, <2, above Note : Post-hoc test used LSD method

16 Crowding & Socio-demographics relationship in the Results(crowding) Taiwan sample F Eta Crowding*gender *** Crowding*age *** Crowding*martial status 4.323** Crowding*child Crowding*language *** Crowding*employment 8.886*** Crowding*education

17 Crowding and gender relationship in the Taiwan sample Gender N Mean SD F Eta Female Male *** 0.078

18 Crowding and age relationship in the Taiwan sample Results(crowding) Category Age N Mean SD Post hoc < < < < above

19 Category Crowding & martial status relationship in the Results(crowding) Taiwan sample Martial N Mean SD Post hoc status 1 Married <1 2 Single Divorced Widowed Note: Post-hoc test used Games-Howell method 19

20 Crowding & language spoken at home relationship in the Results(crowding) Taiwan sample Category Language N Mean SD Post hoc 1 Mandarin <1 2 Taiwanese <1 3 Hakka <1 4 Other Two languages or more Note: Post-hoc test used Games-Howell method 20

21 Crowding & employment relationship in the Results(crowding) Taiwan sample Category Employment N Mean SD Post hoc 1 Outside home <1 2 Homemaker >1 3 Retired >1 4 Full-time student Part-time student Not currently employed Note: Post-hoc test used Games-Howell method 21

22 Results (Cont.) 3. The relationship of socio-demographics and satisfaction: 2 out of 7, socio-demographic variables were significantly different for the US visitors 3 out of 7 socio-demographic variables were significantly different for the HK visitors 2 out of 7 socio-demographic variables were significantly different for the Taiwan visitors 22

23 Satisfaction & socio-demographics relationship in the Results(satisfaction) US sample F Eta Crowding*gender Crowding*age Crowding*martial status Crowding*child Crowding*language Crowding*employment 3.605** Crowding*education 2.991*

24 Satisfaction & employment relationship in the Results(satisfaction) US sample Category Employment N Mean SD Post hoc 1 Outside home >4 2 Homemaker Retired Full-time student Part-time student Not currently employed Note: Post-hoc test used Games-Howell method 24

25 Satisfaction & formal education relationship in the Results(satisfaction) US sample Category Education N Mean SD Post hoc High school and below Technical or business school Some college & college degree Some grad & grad degree > > Note: Post-hoc test used LSD method 25

26 Satisfaction & socio-demographics relationship in the Results(satisfaction) HK sample F Eta Crowding*gender 4.053* Crowding*age 2.87* Crowding*martial status Crowding*child Crowding*language Crowding*employment Crowding*education 3.667*

27 Satisfaction and gender relationship in the HK sample Gender N Mean SD F Eta Female * Male

28 Satisfaction & age relationship in the HK sample Results(satisfaction) Category Age N Mean SD Post hoc > >1, >1, above Note: Post-hoc test used LSD method 28

29 Satisfaction & education relationship in the HK sample Category Education N Mean SD Post hoc High school and below Technical or business school Some college & college degree Some grad & grad degree > Note: Post-hoc test used LSD method 29

30 Satisfaction & socio-demographics relationship in the Results(satisfaction) Taiwan sample F Eta Crowding*gender Crowding*age 6.797*** Crowding*martial status Crowding*child Crowding*language 3.019* Crowding*employment Crowding*education

31 Satisfaction & age relationship in the Taiwan sample Results(satisfaction) Category Age N Mean SD Post hoc > >1, >1, above Note: Post-hoc test used LSD method 31

32 Satisfaction & language spoken at home relationship in the Results(satisfaction) Taiwan sample Category Language N Mean SD Post hoc 1 Mandarin >1 2 Taiwanese >4 3 Hakka Other Two languages or more Note: Posy-hoc test used Games-Howell method 32

33 Discussion A heterogeneous sample in terms of socio-demographics The findings indicated that crowding and satisfaction differences existed among visitors to the US, HK and Taiwan park and forest area Visitor customization is suggested when marketing to different country visitors 33

34 Future research Test the crowding and satisfaction relationship for the US, HK and Taiwan sample, respectively Use value, belief or motive measures to further explain the differences found 34

35 Thank you. Questions? 35

The 6 th International Conference on Monitoring and Management of Visitors in Recreational and Protected Areas

MMVSIXTH The 6 th International Conference on Monitoring and Management of Visitors in Recreational and Protected Areas Outdoor Recreation in Change Current Knowledge and Future Challenges Stockholm, Sweden,