Chin-Huang Huang

Coronavirus disease (COVID-19) has spread all over the world and has impacted tourism globally, with countries taking various measures such as travel restrictions, border closures, lockdowns, or quarantines to contain the virus. Tourists’ motivation has also been affected by COVID-19, but so far, the literature has not yet discussed their concern over COVID-19 as well as the relationships among their motivation, involvement, and behavior intention. Therefore, this study fills the gap in the literature by taking cycling tourism as an example to understand the involvement of tourists concerning COVID-19 and presents the depth and breadth of its effects upon tourism. Due to the challenge of face-to-face, on-site investigation, we employ an online survey for data collection, use exploratory factor analysis to extract the main factors of motivation, involvement, and behavior intention, and set up a structural equation model to examine the relationships among the three factors. The results show that COVID-19 has positively and significantly affected motivation and involvement. Motivation positively and significantly affects involvement, and involvement affects motivation and behavior intention. The main finding herein is that motivation does not affect behavior, but involvement does mediate between the motivation and behavior of cyclists during COVID-19. Therefore, people may perceive the risk of health and wellbeing through such involvement.

Landscape is an important element in outdoor sports recreation. Cyclists’ perception of an environment reflects their interaction with the actual environment; they become aware of the recreation site through their primary receptive senses. As one popular bikeway in Taiwan, the landscape along Dong-Feng bikeway appeals to many cyclists. Nevertheless, the landscape was spoiled due to a soil conservation project. This study follows the theorem of planned behavior (TPB) and applies contingent behavior scenario to evaluate the recreational benefits and the damage effect of landscape. The empirical model uses travel cost method (TCM) to estimate the consumer surplus of cyclists. Under the scenario of damaged landscape, the number of trips went down 1.01 times and the recreational benefit dropped to NT$750, making the cost of damaging the landscape to NT$132 per person. The result indicates that the landscape of environment quality is crucial to cyclists, and it is important to preserve the natural environment of bike paths for developing the sport tourism sustainability.

Bicycle tourism is one of the popular physical activities for sport tourists. Since the physical environment may affect bicycling behavior, it becomes an important determinant for cyclists to choose a cycleway. Exploratory factor analysis is performed to extract the perception of environmental quality of cyclists into five main factors, including safety, light facilities, lane design, landscape, and environment cleanliness. The contingent behavior method (CBM) is adopted to measure the quality improvement projects in different scenarios of light facility and landscape improvement. The results showed that the improvement projects increased the intended number of trips and the recreational benefits of cyclists.

The development of the belt and road region leads cities to significantly increase the amount of public expenditure on the new construction of facilities and infrastructure. Mass construction not only relies on many environmental resources, but might also destroy the local natural environment. In order to reveal the importance of the natural environment, this study explores the economic value of the natural landscape for sport tourism in Taiwan. While the concept of total economic value (TEV) is applied to the Sun–Moon Lake Swimming Carnival Event, the travel cost method (TCM) is adopted to estimate the use value for participants, and the double-bounded dichotomous contingent valuation method (CVM) and survival analysis are performed to evaluate the non-use value for the residents. The use value is on average NT$ 5668 for one participant. The median willingness to pay for the option value, existence value and bequest value of every resident is NT$433, NT$411 and NT$274, respectively.

Service quality is one of many crucial items for sport event participants. Using Sun Moon Lake Swimming Carnival Event as an example, this study measures the perception of service quality for various participant groups and their associated recreational benefits from the demand model. Three service quality clusters, interaction and information, physical facility improving, and program and outcome, were extracted. Later, the contingent behavior method was used to measure the hypothetical benefits from service quality improvements. This study’s findings discover that the amenity of Sun Moon Lake and its surroundings at current status is not sufficient to make participants come back. Findings show that an improvement in the service quality of sports program and the outcome will result in an NT$85.78 million consumer surplus gain, with the facility improvement producing a gain of NT$72.90 million arising simply from the event in each year. Therefore, recreation managers may find it justifiable to improve an event’s service quality in this regard.

The main purpose of this study is to measure environmental effects and recreational benefits under different hypothetical scenarios program, involving quality improvement in Tien‐Wei Highway Garden, which is the biggest cultivated flower land in Taiwan. The contingent behavior model was adopted. The data combined actual number of trips under current quality of environment combined and the intended number of trips for expected scenarios of environmental quality improvement and congestion mitigation. For the empirical model, on‐site Poisson model was performed to correct truncated and endogenous stratification issues from on‐site surveys. The results show that the estimated average consumer surplus is greater in contingent behavior method than the one in the traditional travel cost model. Also, the estimated recreational benefits in contingent behavior method are more precise than those in the traditional travel cost method. The environment benefits to consumers are communicated with the programs that changes in environment quality. Meanwhile, the incremental economic benefits comprise the gain associated with the improvement of environmental quality.

Many arable land areas have been converted to residential or business uses by Taiwan government authorities, because the low farmland value is associated with the low value of agricultural products. However, agriculture is multifunctional. This study investigates farmland value through Total Economic Value (TEV) for Tianwei Township, which is Taiwan’s largest floral farmland region. Direct use value measures the floral products’ output value and recreational benefit. Recreational benefit from visitors’ flower sightseeing was measured by the travel cost method (TCM). Option value and non-use value, including bequest value and existence value, measure the residents’ willingness to pay through the double-bounded dichotomous contingent valuation method (CVM). The results show that the total floral products’ output is NT$1.441 billion in 2007, recreational benefit is roughly NT$17.757 billion. The intangible value of option value and non-use values are approximately between NT$5 million to 15 million. Therefore, ignoring various values of farmland might lead to an underestimation of farmland value.