|
Because of its remote location and inconvenient traffic routes, the tourism industry in Daren, Taitung has been in decline. With the opening of the South-Link Highway tunnel to traffic and the expansion of the highway lanes, most traffic may not stop at Daren, the main entrance of the South-Link Highway in the east. The development of the tourism industry will consequently be seriously affected. This study explored the key factors that benefit the tourism industry in this region through opportunity recognition and application of relevant business strategy theories and endeavored to clarify the influencing factors of future industry management in this area. This study set up the evaluation guidelines of tourism development in rural areas. The researcher conducted a literature review, applied the Fuzzy Delphi Method and Fuzzy Analytic Hierarchy Process as research instruments, collected and analyzed 27 questionnaires from the government, the industry, and universities, and further established four main evaluation guidelines (natural resources, features of the resources, human culture resources, and tourism policies), 16 secondary guidelines, and four strategies. The results indicated that of the four main guidelines, human culture resources are the most crucial and influential factors, followed by features of the resources, tourism policies, and natural resources. Of the 16 secondary guidelines, the top five secondary guidelines, listed in descending order in terms of overall weight, are as follows: lives of the aborigines, transportation, customs and festivals, local support, and craftsmanship. Of the four strategies, experts from the government, industry, and universities all agreed that differentiation strategy was the most important. According to the research results, Daren Township may benefit from emphasizing its human culture resources when developing tourism and include its advantages such as the history, lifestyles, festivals, arts, and cultures of the Paiwan people. Tribes are suggested to use both the tangible and intangible resources that are available to them to differ them from other rural regions. Software and hardware appliances in transportation should be improved to strengthen the benefits that tourism brings within the area, and references should be provided to relevant departments and local industries to realize the substantial value of tourism in rural regions.
|