Marine Eco-tourism and Its Socio-economic
Assessment for Hsiao-Liu-Chiu Island
Chiung-Hsin Hsu1*, Hui-Ru Huang, 2 George C.T. Chen 3 and Ching-Ta Chuang 4
ABSTRACT
This study analyzed the potential and value of developing sustainable eco-tourism for
Hsiao-Liu-Chiu Island. Questionnaires and on-site surveys were used to analyze the
different challenges and issues facing the development of sustainable eco-tourism.
Suggestions based on the results of this survey provide a guide for planners and managers.
This study based on non-market evaluation, the Travel Cost Method (TCM) and the
Contingent Valuation Method (CVM), to evaluate the benefits of developing leisure and
recreation on Hsiao-Liu-Chiu. The empirical results indicated that, each tourist's recreation
benefits are NT$1,900.63 measured by TCM method, and NT$1,700.79 measured by CVM
method. The overall benefits are NT$2.54 hundred million (TCM) and NT$2.78 hundred
million (CVM) in 2003. Finally, this study provided suggestions for the development,
planning and management of leisure and recreational activities on Hsiao-Liu-Chiu Island.
Key words: Hsiao-Liu-Chiu Island, Ecotourism, TCM, CVM.
1 Dept. of Environmental Biology and Fisheries Science, National Taiwan Ocean University,
Taipei, Taiwan.
Dept. of Leisure Management, National Penghu Technology University, Penghu, Taiwan
2 Institute of Applied Economic, National Taiwan Ocean University, Taipei, Taiwan.
3 National Kaohsiung Marine University, Kaohsiung, Taiwan.
4 Institute of Marine Resource Management, National Taiwan Ocean University, Taipei,
Taiwan.
* Corresponding author.
Tel:886-938-822121.Fax:886-6-9262970.E-mail:johnsun.hsu@msa.hinet.net
1
INTRODUCTION
Over the past several decades, the tourism industry has begun to market, and some
tourists have come to favor, the concept of ecotourism, especially in coastal and marine
locations (Miller, 1991; Miller & Auyong, 1991b; Grenier et al.,). The origins of
ecotourism and its sociological significance merit discussion. Ecotourism dates to 1965
when Hetzer called for a rethinking of cultural education, and tourism, and promoted
ecological tourism (eco-tourism). Today, eco-tourism has international appeal as a concept
grounded in the ideals of preservation-conservation and sustainable development. As the
term has come to be employed, it evokes a host of near-synonyms. Valentine (1991) reports
that ecotourism is recast in the literature as 'adventure tourism,' 'nature-oriented tourism,'
'alternative tourism,' 'appropriate tourism,' 'soft tourism', 'responsible tourism,' 'ethical
tourism,' 'environment-friendly travel,' 'green tourism,' 'sustainable tourism,' and 'nature
tourism.' One could extend this list by citing or manufacturing other alternatives or special
cases such as 'equality tourism,' 'ethnic tourism,' 'cultural tourism,' 'socio-ecological
tourism,' 'photo-safari tourism,' 'dive tourism,' or 'surfing tourism'. Ecotourism has been
technically defined in many ways: as an activity of tourists, as a private enterprise or
government service, and as a guide for ethical conduct. For Hetzer (1965), responsible
'eco-tourism' is measured against four standards:
1. Minimum environmental impact;
2. Minimum impact on-- and maximum respect for-- host cultures;
3. Maximum economic benefits to the host country's 'grassroots; and
4. Maximum recreational satisfaction to participating tourists.
The Ecotourism Society, a non-profit organization was founded in 1990 to serve tour
operators, conservation professionals, protected area management specialists, researchers,
and guides, among others, defines ecotourism as responsible travel that conserves the
environment and sustains the well-being of local people. However, there is as yet no
standardized method of quantifying the amount of ecotourism. Bangs (1992) notes that,
while generic tourism has been expanding at roughly 4% annually, ecotourism is growing
at a rate of 30%. Lindberg (1991) reports that nature-based tourism contributed between $2
and $12 billion in 1988 to the economies of developing nations. Ecotourism, like all
tourism, is by nature controversial. Yet, compared to other industries, ecotourism is
potentially more compatible with the ideal of sustainable development endorsed in The
2
Brundtland Report (World Commission on Environment and Development, 1987).
Guidelines for ecotourists and ecotourism provided by the 1992 conferences addressing
ecotourism are discussed in Grenier et al. (in press) and Miller and Kaae (in press). In
particular, marine eco-tourism has surfaced as a pressing topic in the field of ocean and
coastal management. Neither necessarily good nor bad, tourism is inherently controversial.
Today, demand for travel exhibits greater variation and magnitude than ever before, and in
response, the tourism industry has become the largest business on the earth (Miller, 1993).
According to the WTO (1999) international tourists increased from 429 million people
in 1989 to 625 million people in 1998, representing an increase of 45.7% in this 10-year
period. At the same time, they increased from US$ 211 billion in 1989 to US$ 445 billion,
in 1998, an increase of 101.4% (Mbaiwa, 2003). Generally tourism has grown up at 4-5%
annually world wide, but eco-tourism has grown at a remarkable 14%. This shows that in
the last decade, international tourism, both for arrivals and receipts grew faster in
developing countries, reflecting a wider distribution of tourism revenues in favor of the
traditional and new, emerging tourism destination areas in developing countries. For
example, the share of Southern Africa in total tourist arrivals for eco-tourism increased
from 13.5% in 1990 to 31% in 1995 (WTO, 1999).
The increased availability of public transport, car ownership, outbound travel, and new
interests in nature based ecotourism, together with increased leisure time suggest a
promising future to marine eco-tourism. Consequently more detailed preparation and
planning is required to accommodate the expected influx of tourists to coastal areas. While
eco-tourism comprises 30% of the travel industry, leisure activities in coastal areas tend to
involve a few activities, namely swimming and fishing, and are expected to become more
diversified as income increases. The United Nations, to support global environmental
utilization and conservation, declared the year 2002 as an ecotourism year; supporting the
vision that ecotourism will become the major trend for developing the tourism industry.
However, ecotourism is often hampered by limited access, lack of transport and deficient
resort facilities, including lodging facilities. Achieving a good balance between the
development of leisure and the maintenance of natural resources is necessary to maintain
the high quality of recreational activities. Therefore, the development of leisure and
recreation resources and other sustainable uses of the island's natural resources are
important research issues at the current stage of development. These problems should be
solved as soon as possible to guarantee continued development of eco-tourism.
3
In recent years, leisure travel in Taiwan has increased due to the need to relieve daily
stress and the desire for a higher quality of life. Existing tourist locations in Taiwan are no
longer satisfying the demands of vacationers, and people have started to turn to the
off-shore islands and for recreational maritime activities. This paper studies the ocean
ecotourism activities on Hsiao-Liu- Island. Ecological, cultural, and historic tourism as well
as the scenic routes that the travel industry has laid out for the travelers were examined.
Through this case study on the operation and management of an ecotourism area, key
success factors that can be attributed to the development tourist industry on the
Hsiao-Liu-Chiu were analyzed. Questionnaires and on-site surveys were conducted to
understand the economic impacts, tourist behavior and recreational value of
Hsiao-Liu-Chiu Island. Travel cost method and contingent value method were applied to
evaluate the visitors' willingness-to-pay. The economic benefits to the local economy and
recreational benefits to visitors were estimated. Policy implication and decision support for
balancing resource conservation and sustainable development are suggested to determine a
well-designed island ecotourism industry.
MATERIALS AND METHODS
To achieve these objectives, this research conducted a survey using Hsiao-Liu- Chiu
Island as a case study. The primary data of this research was collected from 382 tourist
respondents to the on-site interviews during February 2001. This survey provides insights
into the tourist behavior, the recreational value of Hsiao-Liu-Chiu Island, and the economic
impacts of ecotourism on Hsiao-Liu-Chiu Island. The secondary data of this research are
collected from government documents.
1. CASE STUDY
Hsiao-Liu-Chiu Island is the only coral island among Taiwan offshore islands, which
located in Ping-Tong County, about 35 kilometers from Kaohsiung in Taiwan Strait and
area of 6.8 sq Km (Fig. 1). Water around the island is extremely clear and free of industrial
pollution, with many coral reefs, tropical fish, and various marine lives. There is also an
abundance of natural and recreational resources, and short distance from the main island of
Taiwan make it as an ideal tourist destination. There are eight villages on the island, with a
total population about 13,000, and about 70% of whom are depending on fisheries industry.
4
The archipelago's marine areas are suitable for diving, sailing, fishing, swimming, and
water activities. The annual average temperature is 25.C and the weather are pleasant year
round for 3S activities (sea, sand, sun). Because job opportunities and number of visitors
over the previous nine years are decreasing, thus developing recreational fishery industry
for the island economy is the one of the alternatives (Fig. 1). In order to attract more
visitors the government has formally announced Hsiao-Liu-Chiu will be designated a
national park. The Island also contains many historical and cultural sites, and currently is
actively to develop its tourism industry as it undergoes modernization. Its peaceful fishing
villages, majestic basalt ridges, fresh seafood, inexpensive curios, and hospitable residents
are just some of the many tourist attractions on the island. This study examines the
potential benefits of developing leisure and recreational activities at Hsiao-Liu-Chiu by
assessing recreational value and extended economic benefits. We analyze both the
potential economic benefits and the potential problems in the development of recreational
activities on Hsiao Liu Chou. After evaluating the economic benefits of tourism, we make
suggestions for developing a sustainable recreational strategy.
This research adopts 133,538 as the number o f visitors in 2003. Currently, the leisure
and recreation activities offered locally mainly depend on the ocean and beach
surroundings, including boat tours of the island, submarine tours, snorkeling, or just
relaxing on the sandy beaches. According to "the overall recreational plan for
Hsiao-Liu-Chiu Scenic Spot", the marine activities will be set up as follows: (1)
Recreational ocean activities, e.g. fishing in the ocean. (2) Shoreline leisure and recreation
activities, e.g. swimming, playing in the ocean, building sand castles, diving, surfing,
rowing, snorkeling, etc.
5
0
2,000
4,000
6,000
8,000
10,000
12,000
Population statistics of Hsiao-Liu-Chiu Island fishermen
Population fishermen 10,3698,3589,5559,5179,4109,0369,1486,9326,9157,665
1994199519961997199819992000200120022003
695153,278151,100149,977131,193163,239152,143147,541133,538
199519961997199819992000200120022003
0
2,000
4,000
6,000
8,000
10,000
12,000
Population statistics of Hsiao-Liu-Chiu Island fishermen
Population fishermen 10,3698,3589,5559,5179,4109,0369,1486,9326,9157,665
1994199519961997199819992000200120022003
695153,278151,100149,977131,193163,239152,143147,541133,538
199519961997199819992000200120022003
Fig.1. Hsiao-Liu-Chiu Island and Its Population and Tourists
Source: Google earth (2005)
Peington county government, 2003.
2. MODEL SPECIFICATION
Marine tourism resources are generally treated as non-market assets, and their demand
is determined by their ability to satisfy the strongest desire of the consumers. It is difficult
to assess the economic value of non-market assets through market prices. Contingent
valuation is applied to evaluate the visitors' willingness-to-pay (WTP) for improving
recreational facilities on Hsiao-Liu-Chiu Island. The questionnaire asked individuals the
amount that they would be willing to pay during each visit to Hsiao-Liu-Chiu Island, for
better sanitation facilities, more comfortable transportation to the island and modern
lodging. We also identify those positive and negative factors related to the development,
operation and management of eco-tourism on Hsiao-Liu-Chiu Island.
6
Since recreation is an experience, it cannot be measured through market prices.
Nonetheless, the demand function for non-market value can be estimated through TCM and
CVM methods. For CVM, questionnaires containing hypothetical questions are used to
directly ask the respondents the price they are willing to pay. (Brown and Mendelssohn,
1984; Hanemann, 1984; Cameron, 1992; Hanley and Spash, 1989; Chuang, 1999). In this
study, a theoretical model is constructed as follows:
Travel cost model
To maximize the consumer's utility, we have the consumer's behavior as:
Max U(R, E)…
St I = cR+ pEE………………….(1)
Where I represents tourist's income; R is the trip; E is goods consumption; C is the travel
cost; PE is the price of E. Assuming the individual preference is normal, through first
order condition we have the tourist is demand function as:
R= R(c, pE, I)……………………. (2)
Consumer surplus is then used to measure the leisure benefits
∫
'
c" CS= R(c, pE, I) dc…………. (3)
c
where R(c, pE, I) is individual demand function, and C' is the lowest travel cost among
tourists while C" is the highest.
Contingent valuation model
This model uses the factor of Willingness to Pay (WTP) to reflect the tourist's benefit
from changing the tour quality-- (Mitchell and Carson, 1989). We obtain the individual
WTP function as follows:
WTP = (X, G)………………... (4)
7
where, X and G represent trips and social-economic variables, respectively. In the CVM
model, compensated variation is used to measure the leisure benefits. The Maximum
Likelihood Method (MLE) is applied and results are discussed in the following section.
ANALYSIS OF SURVEY RESULTS
In order to realize the tourist characteristics, we conducted an on-site survey during
February 2001. A total of 382 tourists were interviewed, which males account for 57.6%;
The distribution of the occupations is students account for 24.1%, public servants account
for 21.2%, business account for 16.5% and service industry accounts for 12.3%; 56.8%
have a college degree; 51.3% are between 20-29 years old; 67.8% come from southern
Taiwan; The average monthly salary is 35,000-55.000 NT$;78.3% visit here for leisure
only; Their average number of yearly trips is 1.33 with a standard deviation of 0.73; Male
on average spend (NT$930.82) which is more than female spend on average; Average
travel time is 2.29 hrs; Average trip cost 602.01NT dollars; 76.3% were on their first trip to
the island; 69.4% stayed for one day, 27% stayed for two days; Average local expense is
NT$ 633.66; 59.2% intend to come again which show indicates a great potential tourist
market (see Table 2.)
Table 2. Characteristics of tourist respondents
Evaluation categories Mean Standard deviation
Travel spend (hour) 2.29 1.29
Travel cost (dollar) 602.01 535.80
Local expenditure(dollar) 633.66 555.72
Will tour again Yes
No
226
52.9%
155
40.8%
WTP (dollars) 2,260.47 613.35
Source: Survey conducted by this study
The average WTP is NT$2,260.47 for 2 days in Hsiao-Liu-Chiu Island. In addition, if
the recreational conditions are completed, the tourist is WTP is NT $2,262.53. The main
transportation on the island is by motorcycle, accounting for 42.4% of the tourists.
8
Appreciating the natural landscape is the main travel goal for 36.4 % and family travel
accounts for 28.3 %. For obtaining travel information, 49.5 % were introduced to the island
by publications or friends. Among in addition 67.5% tourists think that setting up a casino
could attract more tourists (see Table 3.)
Table 3. Travel character of tourist respondent
Character Result Personal time Percent
Traveling goals
Appreciate natural landscape
Relaxation
Family visit
Business
Academic activities
Visit friends
Marine activities
Other
139 36.4%
1 0.3%
32 8.4%
108 28.3%
29 7.6%
12 3.1%
43 11.3%
12 3.1%
6 1.6%
Cause source of traveling information
Publications
Friends' introduction
Video
Network
Travel agent
Else
51 13.4%
189 49.5%
42 11.0%
27 7.1%
15 3.9%
58 15.2%
Will casino attract more tourists
No
Yes
115 32.5%
264 69.5%
Source: this study
1. Analysis of satisfaction
In this study, we used a number of questions using a Likert-scale to analyze the
9
recreational satisfaction of tourists. Table 4 presents the summary of response to the
questions. The right side presents number and percentage of respondents who gave the
highest rating (most satisfactory) for each question on recreational satisfaction. The
questions with the highest ratings are uniqueness of natural landscape (53.9%), uniqueness
of cultural landscape (11.3%), and crowded conditions (8.1%). On the left side of the table,
the number and percentage of respondents who gave the lowest rating (most unsatisfactory)
are presented. The questions with the lowest ratings are available scenic and quality
(27.5%), facilities quality and number of leisure activities (23.3%) and restaurant
conditions (11%) (Table 4).
Table 4. Rank of environmental stratification
Satisfactory Question unsatisfactory
rank Number percent percent numberrank
6 11 2.9% Hotel facilities and conditions 4.7% 18
4 25 6.5% Road facilities and traffic conditions 7.6% 29 4
8 2.1% Restaurant conditions 11% 42 3
0 0% Sanitary facilities 2.1% 8
1 0.3%
Facilities quality and number of leisure
activities
23.3% 89 2
5 1.3%
Protection of local animals and plants
and natural landscape
3.4% 13
1 206 53.9% Uniqueness of natural landscape 0% 0
2 43 11.3% Uniqueness of cultural landscape 4.5% 176
3 31 8.1% Crowded conditions 0.5% 2
7 1.8% Comfortable level of ferry 5.0% 19 6
0 0% Provision of guides 6.3% 24 5
5 1.3% Available scenery and quality 27.5% 105 1
5 20 5.2% Residents hospitality to tourists 2.1% 8
Source: Survey conducted by this study
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In order to estimate the recreational benefit of Hsiao-Liu-Chiu, demand functions for
TCM and CVM must first be estimated from the surveyed data. The empirical regression
results as followings
2. Demand function for TCM
Table 5 show, under 1% significance level, traffic cost (TR), monthly income (I), age
(AGE), and number of trips yearly (Q) are negatively related; whereas GEN and STAY
have positive signs. According to these results, we obtain the leisure demand function as:
Q = 1.831+0.386GEN- 0.252AGE - 0. 000008373I+0.0275STAY - 0.0001021TR …..(5)
This results show: visitor's traffic cost (TR) and the number of travel times (Q) per
year manifest the negative relation, in accord with our expectations. Under 1% of the
distinct standard, the visitors monthly income (I) estimated coefficient is apparent and
relation with number of times of travel is negative. There are fewer persons with higher
monthly income traveling to Hsiao-Liu-Chiu Island. Visitor's age Influenced estimated
coefficient (AGE) is apparent, demonstrating a negative relation with the number of times
of annual travel. This shows that there are fewer older people visiting Hsiao-Liu-Chiu
Island. In addition, it is apparent that gender (GEN) influences the coefficient of estimating.
This demonstrates that clearly more male visitors travel to Hsiao-Liu-Chiu Island, which
may be because male visitor's will to participate in these kinds of recreation is higher. The
visitors staying time (STAY) estimated coefficient is apparent, and its relation to the
number of times of travel is positive. This indicates that the time of staying is longer when
the visitor's have greater desire to participate in tourism and leisure activities.
Table 5. Estimated demand function for TCM
Parameters Coefficients t -Value P-Value
Constant 1.831 12.701 0.000***
GEN 0.386 4.938 0.000***
AGE -0.252 -2.771 0.006***
INCOME -0.000008373 -3.988 0.000***
STAY 0.275 3.401 0.001***
TR -0.0001021 -1.479 0.140
R2=0.095 Adj. R2=0.083 F-Value =7.911 P-Value=0.000***
Note: *** indicates 1% significance level.
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3. Demand function for CVM
In Table 6, empirical results show that at under 1% significance level, GENDER has
positive sign which indicate males are willing to spend more than females; while education
has negative sign which imply is that they have higher expectations since they are willing
to pay more if the facilities are improved, as shown by the sign of variables SPEND and
WILLQ.
Table 6. Estimated demand function for CVM
Parameters Coefficients t -Value P-Value
Constant 2000.327 10.491 0.000***
GEN 197.333 3.045 0.000***
AGE -189.780 -2.442 0.015**
INCOME 0.002722 1.576 0.116
EDU -17.646 -1.702 0.09*
STAY 54.816 0.725 0.469
SPEND 0.197 3.101 0.002***
WILLQ 181.602 3.427 0.001***
R2=0.17 Adj. R2=0.154 F-Value=10.910 R2= P-Value=0.000***
Note: same as Table 5.
The estimated function as:
WTP=2000.327+197.333 GEN-189.78 AGE-0.002722I-17.646 EDU+54.816 STAY
+0.197 SPEND+181.602 WILLQ………………………………………………….. (6)
Under 1% of the distinct standard, visitors' gender (GEN) clearly influences estimates
coefficient and its coefficient has a positive sign. This indicates that male visitors interested
in Hsiao-Liu-Chiu Island travel are well prepared, and they are interested in spending more
money. Visitors' education (EDU) influences estimates coefficient has a negative sign,
indicating those visitors with more higher education and less willing to spend money for
their visits. This indicates that visitors with higher education have more expectations about
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the quality of recreational facilities on Hsiao-Liu-Chiu Island. In addition, visitors with
higher monthly income (I) are willing to spend more.
In addition, the results of the survey show that under 1% of the distinct standard, the
apparent influence estimates coefficient is visitors spend in Hsiao-Liu-Chiu Island
( SPEND). This indicates that when visitors spend more money on Hsiao-Liu-Chiu Island,
they will be willing to pay higher prices after the recreation facilities of Hsiao-Liu-Chiu
Island are improved. The other apparent influence estimates coefficient is the number of
times that visitors would like to visit Hsiao-Liu-Chiu Island. every year (WILLQ).Under
the condition of improved recreation facilities of Hsiao-Liu-Chiu Island, visitors who
would like to go to Hsiao-Liu-Chiu Island more times, will be willing to spend more money.
Since how long the visitors stay in Hsiao-Liu-Chiu Island (STAY) shows a positive
relationship with their willingness to spend money, we can also find that when visitors
stay in Hsiao-Liu-Chiu Island longer, they will spend at a higher rate.
4. Estimated recreational benefit
This study estimated the recreational benefit with demand function of TCM and CVM.
TCM
Q =1.39- 0001021 TR … ………………..……………………………………. (7)

.........................................................(8)

The recreational benefit is NT$
2,527.84 annually, and the value is divided by the average annual visiting frequency of 1.33,
so the recreational benefits are NT$ 1,900.63 per tourist.
2210
CS =∫ (1.39+0.0001021TR)dTR..
210
CVM
This study puts the average value of variables in the sampling to WTP regression
model. The annual recreational benefits for a tourist are NT$ 2,262.05, and the value is
divided by the average annual visiting frequency of 1.33, so the recreational benefits are
NT$ 1,700.79 per tourist.
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Table 7. Estimated recreational benefits Unit: NT$/person
Estimation Method TCM WTP
Recreational benefits 1,900.63 1,700.79
5. Economic benefits of recreational developing
According to the construction of implementation in Peington County, 2002, the second
data are the practice tickets of recreational site in Hsiao-Liu-Chiu Island. With the number
of 133,538 for tourists in 2003, the economic benefits are about NT$ 25,380.63 ten
thousand for TCM model (see Table 8.). In addition, the economic benefits are about
NT$27,763.52 ten thousand for CVM model. Making a comprehensive survey, developing
recreation not only can provide a high-quality recreational destination, but also increase
tourism for Hsiao-Liu-Chiu.
Table 8. Estimated leisure benefits Unit: NT$10,000/year
Estimation Method TCM WTP
Recreational benefits 25,380.63 27,763.52
From above results show that there exist incentives for public investments on
improving Hsiao-Liu-Chiu Island infrastructure, such as sanitation, transportation and
lodging. Furthermore, this study applies the SWOT method to analyze the niche for
Hsiao-Liu-Chiu in developing the ecotourism. The SWOT analysis is used to initially
identify problems related to the development, operation and management of the
eco-tourism. Based on our survey and in-depth interviews with government officials, local
residents and academics, Strengths are good weather, seawater and air, abundance of ocean
and natural eco-tourism site, unique and excellent geographic and scenic coastline, coastal
villages with unique culture. Weaknesses are bad traffic network and recreational activities,
absence of comprehensive laws and regulations for land utilization, insufficient
complementary industries in the fishing villages, elderly population and shortage of
managerial manpower, and integrated authority. Opportunities are more diversity and
potential market, consistent to government policy, authority promotes the prosperity of the
14
fishing villages and the multifunctional use of the fishing harbors. Threats are fierce
competition with its substitute industries, easily affected by economic downturns, tourists
may adversely affect the local culture and society, and also harm the ecology. Detail of the
SWOT results are presented in Table 9.
Table 9. SWOT analysis for developing recreation in Hsiao-Liu-Chiu
Internal Conditions External Conditions
Strengths
1. Consistent weather, unpolluted
seawater and clean air
2. Abundance of ocean and natural
eco-tourism sites can attract tourists
3. Unique and excellent geographic and
scenic coastline.
4. Coastal villages with their own
unique culture.
Opportunities
1.Off-shore island tourism offers more
diversity and has a huge potential
market.
2.Government encourages investments
in the eco-tourism industry to
stimulate the local economy and
increase employment opportunities.
3.Tourist bureau's "Double Increase
Foreign Tourists Program".
4.The authority promotes the
prosperity of the fishing villages and
the multifunctional use of the fishing
harbors.
15
Weaknesses
1. Traffic network and recreational
activities are not well designed.
2. Absence of comprehensive laws and
regulations for land utilization.
3. Insufficient complementary
industries in the fishing villages.
4. Elderly population and shortage of
managerial manpower.
5. Too many administrative agencies
are involved in recreational
development and investments.
Threats
1.Diversity of the leisure industry and
fierce competition with its substitute
industries.
2.Leisure industry is easily affected by
economic downturns.
3.An influx of tourists may adversely
affect the local culture and society,
and also harm the ecology.
Source: Survey conducted by this study
CONCLUSION
Taiwan has shown particularly strong tourism growth over the past decade, and marine
ecotourism is expected to play a major role in the rapidly growing nature-based travel
industry. Although there have been numerous studies on domestic tourism, there are few
discussions on selecting eco-tourism leisure activities. This paper proposes the
development of ecotourism site on Hsiao-Liu-Chiu Island, evaluating tourist behavior and
the impacts caused by ecotourism. Based on this, it provides suggestions for development,
planning and management of leisure and recreational activities there. The paper focuses on
the selection and values of the tourists to the Hsiao-Liu-Chiu Island. In addition, a balanced
development between economic activities and environmental concerns are very important
for the public and should be emphasized by government policies. Marine tourism has been
the major industry Hsiao-Liu-Chiu Island and this study analyzes the potential and value of
developing a sustainable eco-tourism in Hsiao-Liu-Chiu Island. Questionnaires and on-site
surveys were carried out to analyze the various challenges and issues facing the
development of sustainable ecotourism; suggestions are then forwarded in this with survey
results that provide a guide for planners and managers. Results of the non-market price
16
valuation experiments used in the study indicate that, although eco-tourists have great
expectations for the development of eco-tourism enterprises, the results suggest that
transportation and lodging issues should be resolved first during development. In addition,
most local entrepreneurs and community organizations interested in the tourism market do
not have the necessary skill sets and the know-how to operate successful eco-tourism
establishments. Other issues to be addressed include environmental and cultural concerns,
landscape maintenance, trash disposal, and the quality of the leisure and recreation. In sum,
there is great potential and recreation value for Hsiao-Liu-Chiu Island to build an
eco-tourism enterprise, and we recommend a community-based entrepreneur to ensure a
sustainable and profitable eco-tourism for local residents.
ACKNOWLEDGEMENTS
The authors would like to express their sincere thanks to Dr. Gregory L. Brown and
Prof. Ju-Chin Huang for their assistance and comments; we also thank Mr. Shin-Chang Chen
and Mr. Yu-Chun Hsu, for their assistance and comments during various stages of this
project.
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小 球岛屿之海洋生态 游及其社会经济效益评估

徐琼信1* 黄惠如2陈哲聪3 庄庆达4
本文旨在分析小 球岛屿永续经营生态 游的潜在观光价值.本研究使用问卷调
查方式取得初级资 ,再运用非市场评估法中的 游成本法(TCM)及条件评估法
(CVM),评估小 球岛屿经营生态 的潜 与经济价值.根据本文的研究结果显示,
民国九十 ,每一位在小 球岛屿的花费,如果用游客 游成本法(TCM)估算,小
球岛屿所得的每一位游客的 游效益是新台币1,900. 63元; 如果使用条件评估法
(CVM) 估算,所得的 游效益是新台币1,700.79元.从TCM的观点,小 球发展
岛屿休闲游憩在民国九十二 可创造约二亿五千四百多万元的经济效益;而从
CVM的观点,小 球发展休闲游憩可创造约二亿七千八百多万元的经济效益.
最后,这项研究的分析成果可供有关单位在小 球岛屿规划休闲游憩活动之 考.
关键词∶ 小 球岛屿,生态 游, 游成本法(TCM),条件评估法(CVM).








1国 台湾海洋大学环境生物与渔业科学研究所
国 澎湖科技大学休闲事业管 学系
2国 台湾海洋大学应用经济研究所
3国 高雄海洋科技大学
4国 台湾海洋大学海洋资源管 研究所
*通讯作者
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