The enhancement in economic growth and national income in Taiwan in recent years as well as the 2-day weekend implemented in 2001 have caused a transformation in the lifestyle of Taiwanese people. Under the increase of both national income and leisure time, Taiwanese people’s needs for leisure activities and their emphasis on health have grown; these factors have increased their intention to engage in leisure activities. Sports tourism comprises various outdoor adventurous activities (e.g., rafting, river trekking, rock climbing, mountaineering, sea kayaking, and paragliding), and this industry has grown substantially in Taiwan. In the Investigation of Trips Taken by Citizens in 2005, the Tourism Bureau showed that 9.3% of citizens who took domestic trips on weekends took them for the purpose of sports vacations. Although the figure was 2.8% lower in 2005 than that observed in 2004, the decrease was mainly caused by typhoon warnings issued on weekends, which lowered intentions to take domestic trips. Moreover, in the Investigation of Trips Taken by Citizens in 2006 released by the Tourism Bureau, most citizens (61%) took trips for the reason of purely sightseeing, followed by visiting friends and families (22%) and sports vacations (7%). In summary, people who took trips for the purposes of sightseeing, resting, and vacationing increased by 5% from 2005 to 2006. These statistics show that sightseeing trips that focus on sports vacations, namely sports tourism, have become one of the popular travel activities among Taiwanese people on 2-day weekends. The results of the present study show that in sports tourism-based activities, gaining multiple experiences (e.g., interactions that assist tourists to form closer bonds with each other, relaxation practices, stress relief, physical strength enhancement, flexibility or fitness improvement, and trust in activity instructors) is a main factor influencing tourist satisfaction in the activities they have participated in. Therefore, this study suggests that for related authorities to develop sports tourism programs, various types of experiences should be incorporated. Multiple options enable tourists to evaluate the activities they participate as appropriate and satisfactory. In addition, the revisit intentions of tourists is based on their level of satisfaction with the activities they participate in. Therefore, to enhance tourist revisit intention, this study suggests that related authorities ensure that tourists have satisfactory and safe experiences when they participate in sports tourism programs.
Cultural industries have attracted wide academic attention and triggered worldwide discussion in recent years. Advanced countries have developed social and economic development policies for their cultural industries. Governments and private institutions have jointly deliberated over their associated industrial transition direction under globalization and localization, actively promoted the development of cultural industries, integrated culture and economy, and created high value-added benefits. As a major investor in the development of cultural arts, local governments and cities in Taiwan have invested considerable funds and efforts to develop cultural art activities and create cultural spaces. Culture has become a primary appeal for local development and the optimal basis of strategies for enhancing local visibility, facilitating transition of local cultural industries, and planning and developing leisure and tourism industries. Moreover, organizing planning and research activities for community, local, and cultural industries under the approach of “Culture Industrialization and Industries Culturalization” can promote local cultural industries to the international market through marketing and packaging. The results of this study revealed that the tangibility in service quality was a primary factor influencing satisfaction, and the psychological benefits dimension of leisure benefits had the greatest influence on overall satisfaction, followed by physiological benefits and social benefits. For service quality, the tangibility dimension had the greatest influence on revisit intention, followed by assurance and responsiveness. For leisure benefits, psychological benefits had the greatest influence on revisit intention, followed by physiological benefits and social benefits. Finally, visitors who felt satisfied with the cultural park and perceived that they had made a correct choice to visit the cultural park typically had a high revisit intention. Thus, we recommend that related sectors hold various cultural activities to enhance interaction between visitors and between visitors and park staff, and consequently provide leisure benefits during the park development process. In addition, park promotion through the media and online marketing, such as the Travel Supplement of China Times and ezTravel, should be emphasized. Product stories should also be strengthened to attract visitors and attain the goal of sustainable management.
Non-profit organizations are increasing in number in Taiwan, as are volunteers for social services. Volunteering is spontaneous participation in service work, yet university students have low willingness to participate in non-profit organizations. This study sought the factors that affect students’ willingness to participate in non-profit organizations and their attitude towards participating in non-profit organizations. The study conducted field research on university students and found that the main reason for students’ participation in non-profit organizations was student intention. Student attitude, subjective norms, and perceived behavior also influence students’ intention to participate in non-profit organizations. These results can serve as a reference in future policy making.