Rural tourism in Taiwan: Motivation, expectations, and satisfaction (China)

Taiwan has experienced an upswing in the demand for rural tourism. The type and scale of rural tourism has grown from travels to mountains and farms to hiking in nature parks, and visiting bed and breakfast hotels. Research was needed to determine what motivates people to undertake this sort of tourism. Along with motivation, research was needed on the expectations people have and whether they have been satisfied with their experiences with rural tourism. This study used the Rural Tourist Motivation Scale to measure the motivations, expectations, and satisfaction of nearly 400 rural tourists in six areas of I-Lan, Taiwan. Importance-Performance Analysis (IPA) and factor analysis were performed. This study found that the main motivation for participating in rural tourism was to be close to nature, improve family happiness, and relax; expectations for this were met. Tourists were highly satisfied with the rich landscapes and pastoral views as well as with the friendliness of the local people and hotels. The results showed that the sample population cared most about easy parking and reasonable prices, and they expected ethnic festivals and farm life experiences. Besides the environment, facilities, recreational activities, and psychological experience of rural tourism, the overall satisfaction was high. The results of this study could be used by local and national government leaders as well as the tourism industry to devise ways to promote and improve rural tourism.