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Ms. Yen-Rung Chang
National Kaohsiung University of Hospitality and Tourism

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Research Keywords & Expertise

0 Consumer Behavior
0 Electronic Commerce
0 Hospitality Marketing
0 Agricultural tourism
0 marketing planning for tourist destinations

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Short Biography

Ms. Yen-Rung Chang is a Ph. D Candidates of the Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Taiwan. She has published a paper in Sustainability, and some papers in conferences. Her main research interests focus on agricultural tourism, hospitality marketing, marketing planning for tourist destinations, Consumer behavior, electronic commerce and marketing research.

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Journal article
Published: 19 November 2020 in Sustainability
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In light of the public’s increasing awareness of and desire to create healthy and friendly environments, developments in organic agriculture and organic agricultural products have gradually yielded optimum choices in terms of healthy diets, travel options, and lifestyles, in addition to winning considerable attention and popularity from the public. This study was centered on a model for assessing the developmental potential of organic agritourism, with empirical analyses being conducted regarding visitors to Yuli Township in Hualien County, Taiwan. The results were as follows. By means of on-site interviews and surveys, as well as a review of relevant literature, this study constructed several assessment indicators of the developmental potential of organic agritourism. The constructed model consisted of four criteria, namely, the attractiveness of resources, market development potential, community development capabilities, and the creation of diverse values, as well as 23 sub-criteria. The analytic hierarchy process (AHP) approach was employed, and a questionnaire with expert validity was used to deduce the weights of each criterion and sub-criterion. The highest-weighted criterion was the attractiveness of resources, followed by, in order, the creation of diverse values, market development potential, and community development capabilities. The results of this study can serve as a reference for Yuli Township in developing strategies to promote organic agritourism in the area.

ACS Style

Ching-Cheng Shen; Yen-Rung Chang; Der-Jen Liu. Rural Tourism and Environmental Sustainability—A Study on a Model for Assessing the Developmental Potential of Organic Agritourism. Sustainability 2020, 12, 9642 .

AMA Style

Ching-Cheng Shen, Yen-Rung Chang, Der-Jen Liu. Rural Tourism and Environmental Sustainability—A Study on a Model for Assessing the Developmental Potential of Organic Agritourism. Sustainability. 2020; 12 (22):9642.

Chicago/Turabian Style

Ching-Cheng Shen; Yen-Rung Chang; Der-Jen Liu. 2020. "Rural Tourism and Environmental Sustainability—A Study on a Model for Assessing the Developmental Potential of Organic Agritourism." Sustainability 12, no. 22: 9642.

Journal article
Published: 09 September 2020 in Sustainability
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Luoshan Organic Agriculture Village was the first organic agriculture village in Taiwan, and it focuses on organic farming and cultivation. The village is developed through community empowerment and the utilization of existing tourism resources. In this study, tourists to the village were selected to participate in a survey. The findings indicated that country landscape resources scored the highest, followed by experience of organic farming and natural landscape resources. The results revealed that this travel destination enjoys high brand equity, with the factor of environmental sustainability scoring the highest, followed by the uniqueness of organic farming and the image of healthy tourism. This study suggested that landscape resources were positively correlated with brand equity; moreover, access to environmental information had a significant effect on the relationship between landscape resources and brand equity. Subsequently, the top three factors affecting landscape resources were identified—natural landscape resources, experience of organic farming, and experience of farm stays. In addition, the two factors influencing brand equity of quality and unique resources were derived. This study’s results can help related organizations effectively establish landscape resources, thereby extending their brand equity and building the sustainable development competitiveness of tourist destinations.

ACS Style

Ching-Cheng Shen; Yen-Rung Chang; Der-Jen Liu. Sustainable Development of an Organic Agriculture Village to Explore the Influential Effect of Brand Equity from the Perspective of Landscape Resources. Sustainability 2020, 12, 7416 .

AMA Style

Ching-Cheng Shen, Yen-Rung Chang, Der-Jen Liu. Sustainable Development of an Organic Agriculture Village to Explore the Influential Effect of Brand Equity from the Perspective of Landscape Resources. Sustainability. 2020; 12 (18):7416.

Chicago/Turabian Style

Ching-Cheng Shen; Yen-Rung Chang; Der-Jen Liu. 2020. "Sustainable Development of an Organic Agriculture Village to Explore the Influential Effect of Brand Equity from the Perspective of Landscape Resources." Sustainability 12, no. 18: 7416.

Journal article
Published: 04 August 2020 in Sustainability
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The purpose of this study is to explore the influence path of organic agricultural landscape on tourists’ pro-environment behavior and loyalty, and put forward suggestions for realizing sustainable tourism of organic agriculture. The M-R model was employed to construct an integrated model of the influence of consumer landscape on pro-environment behavior and loyalty in organic agricultural tourism. The research framework and questionnaire design were constructed on the basis of literature review and 417 valid questionnaires which were collected from tourists in Eastern Taiwan (Hualien and Taidong). SPSS was employed to analyze the reliability and validity of the questionnaire and LISREL software was used to identify the influence path between variables. The results showed that: 1. The tourists’ cognition of consumer landscape will positively affect the environmental intimacy and environmental identity. 2. Tourists’ environmental intimacy and environmental identity will increase their pro-environmental behavior. 3. Tourists’ pro-environment behavior has a positive impact on their loyalty to organic agricultural tourism. The results show that organic agricultural tourism can stimulate tourists to understand the significance, importance and multiple values of the environment, and increase the intimacy and identity of tourists to the environment, which has a great effect on pro-environment behavior and loyalty. At the same time, it also shows that organic agricultural tourism is a sustainable tourism mode, which is worth promoting.

ACS Style

Lin-Lin Xue; Yen-Rung Chang; Ching-Cheng Shen. The Sustainable Development of Organic Agriculture-Tourism: The Role of Consumer Landscape and Pro-Environment Behavior. Sustainability 2020, 12, 6264 .

AMA Style

Lin-Lin Xue, Yen-Rung Chang, Ching-Cheng Shen. The Sustainable Development of Organic Agriculture-Tourism: The Role of Consumer Landscape and Pro-Environment Behavior. Sustainability. 2020; 12 (15):6264.

Chicago/Turabian Style

Lin-Lin Xue; Yen-Rung Chang; Ching-Cheng Shen. 2020. "The Sustainable Development of Organic Agriculture-Tourism: The Role of Consumer Landscape and Pro-Environment Behavior." Sustainability 12, no. 15: 6264.