The visitors’ attitudes and perceived value toward rural regeneration community development of Taiwan

Abstract

The purpose of the rural regeneration plan carried out for years is mainly for rural sustainable development, which makes communities change and indirectly attracts many tourists. Especially the rural experience tourism emerged recently drives the rural economy grow entirely, enriches the rural environment and style, and also increases many job opportunities and accelerates the prosperity of local communities. Although the booming tourism increases the number of travelers and facilitates the local development, it has the cognitive deficiency in the aspect of ecology maintenance. As a result, the conservation and the economic development fail to reach a balance. In this study, we will take the Wu Mi Le community of Tainan as an example to analyze the cognitive elements of the rural regeneration, and use the cluster analysis to discuss the preference of difference groups to travel experience. In addition, we will further use the contingent valuation method (CVM) to measure the willingness to pay (WTP) of tourists to the rural maintenance and the tourist activities in this study. The research results are summarized as below: 1. The environment conservations cognition is firstly considered for tourists to the rural regeneration communities; 2. The multi-existence group has a higher contribution in rural development; 3. Tourists think the maintained value is higher than the recreation value.