Title: The willingness of tourists to revisit the East Coast National Scenic Area in Taiwan

Authors: Wan-Tran Huang, Yung-Kun Chen, Tsuifang Hsieh, Hsing-Fen Ho

Addresses: Department of Marketing and Logistics Management, Chung Chou Institute of Technology, No. 6, Lane 2, Sec. 3, Shanjiao Rd., Yuanlin Township, Changhua County 510, Taiwan. ' Department of Marketing and Logistics Management, Chung Chou Institute of Technology, No. 6, Lane 2, Sec. 3, Shanjiao Rd., Yuanlin Township, Changhua County 510, Taiwan. ' Department of Hotel Management, Taiwan Hospitality and Tourism College; Department of Business Management, National Dong Hwa University, No. 85, GuoFu 2nd St., Hualien 970, Taiwan. ' National Taitung Senior High Commercial and Vocational School, No.440, Jhengci Rd., Taitung City 950, Taiwan

Abstract: This paper analyses the tourist background, travelling characteristics, leisure and recreational attraction of the East Coast National Scenic Area (ECNSA) (except the Green Island). Tourists| responses regarding expectations, actual experience and satisfaction are also included and the relationships between tourists| willingness to revisit and its relationship to tourism management are examined. We reviewed 427 samples via random block sampling from 15 January to 25 February 2007 and found that travelling characteristics, leisure and recreational attraction, actual experience, satisfaction and willingness to revisit ECNSA are significantly correlated. To enhance visitors| willingness to revisit, the ECNSA Administration should create some tourism programs, address facility quality and utilise the advertisement to promote the advantage of ECNSA.

Keywords: leisure attractions; recreation attractions; tourist expectations; customer satisfaction; revisiting willingness; importance-performance analysis; IPA; customer relationship management; CRM; tourist backgrounds; tourism; Taiwan; travelling characteristics; facility quality.

DOI: 10.1504/IJECRM.2009.025285

International Journal of Electronic Customer Relationship Management, 2009 Vol.3 No.2, pp.149 - 166

Published online: 18 May 2009 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article