Taiwan whale-watching operators' perception and attitude of the whale-watching award

• Main Authors: Yi-Ting Wu, 吳依婷
• Other Authors: Jane-Fuh Lu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/09532750249982390939

碩士 === 中國文化大學 === 觀光事業研究所 === 96 === The phenomenon of Whale-watching industry in Taiwan has been expanding quickly these years could cause negative impact to whales and dolphins. To avoid the situation, the government tried to carry out a whale-watching award assessment system. It is shown in some research that eco-label not only can promote the quality of travel, but also can be a marketing method in tourism industry. However presently there are only 2 whale-watching boats operators have the willingness to once again apply the whale-watching assessment award again, which in 2005 there were five whale-watching boats applied. Aimed at the phenomenon of whale-watching operators` unenthusiastic behavior toward the assessment system, the fishery and tourism agencies are eager to go in quest of the reasons. The article is based on interviews of quality research method. By interviewing the whale-watching operators in I-Lan, Hulian, Taitung, we can see how they perceive the whale-watching assessment system and their inclination to apply. The result came out to show some of them query if the award only increases operating cost, and brings no monetarily benefits. Especially under serious cutting-price, it’s hard to advance the quality of whale-watching travel and to reach the level which whale-watching assessment system demand. Last, the operators consider the government doesn’t come off in label marketing, label promotion, and also in ways of assisting operators. In conclusion, operators think the economy benefit isn’t clear, in real situations the assessment system is difficult to be executed, and also the threshold to the award is too high. Plus the market benefit recession factor, the incentive isn’t strong enough for whale-watching operators. Consequently the attitudes of operators are inclined to wait and see. Based on the result of interviews, we provide suggestions for related government bureaus and provide possible research directions for following researchers.