Rather than estimating cost efficiency based on an assumption of identical frontiers, this paper uses a metafrontier model, which is developed based on the idea that different groups of hotels apply different technologies. The analysis is applied to the meta-cost efficiencies of sixty-two international tourist hotels in Taiwan from 2002 through 2006. Because the hotels operate under different circumstances, they can be said to use various production technologies. The analysis specifically tests the efficiency effects of three hotel management factors, namely, the type of guests (i.e., international travelers in the Taipei metropolitan hotels or local travelers in non-Taipei metropolitan properties), the size of hotel, and the management framework (i.e., independent, domestic chain, or international chain). The results show that conventional cost efficiency analysis overestimates the hotels’ efficiency. In contrast to previous studies, this analysis finds no significant difference in the average cost efficiencies of the Taipei metropolitan hotels compared to the non-Taipei metropolitan properties. However, the average cost efficiency of small-scale hotels is significantly higher than that of large-scale hotels. The average cost efficiency of domestic chain hotels is clearly higher than that of independent hotels, which is in turn higher than the average cost efficiency of international chain hotels.

In this study, we applied an evaluation model of multiple attributes of sport-based tourism to the marketing strategy for a marathon event in Kinmen (Taiwan) based on a choice experiment methodology. We found that the participants appreciated the experience of authentic cuisine and the availability of marathon souvenirs. They also preferred engaging in ecotourism activities and supporting the establishment of a sport development fund. We applied market segmentation by dividing the participants into two groups. Those in the first group were primarily younger, had higher incomes, and had participated previously in the Kinmen Marathon. Those in the second group primarily had lower incomes, were over 40 years old, and were participating in the Kinmen Marathon for the first time. Both groups preferred entertainment, educational, and esthetic experiences, but only the first group desired an escapist experience. We propose three marketing strategies for sport tourism experiences as a reference for future practice in Kinmen sport tourism.

Wildlife conservation and management are critical issues that attract substantial attention. To develop a sustainable conservation project for the Kinmen Eurasian otter, the present study established a wildlife conservation framework and constructed a management program suitable for Kinmen Eurasian otter conservation based on the preferences of tourists and residents. The results of this study show that residents and tourists were not satisfied with the current status of Eurasian otter conservation in Kinmen and were willing to pay to change the status quo. Respondents preferred to maintain and artificially construct otter habitats, increase the otter population, limit traffic speed and establish underpasses, Kinmen Eurasian otter products, and educational parks. The findings of the market segmentation analysis divided respondents into two groups, passive conservationists and active conservationists. Both groups preferred protecting the Kinmen Eurasian otter to some extent. Passive conservationists, which included mostly residents and individuals with lower levels of education, lacked awareness of the Kinmen Eurasian otter and preferred to establish Kinmen Eurasian otter products and educational parks. Active conservationists were primarily tourists with higher levels of education who were familiar with the Kinmen Eurasian otter and had previously participated in Kinmen Eurasian otter conservation activities. These tourists preferred all conservation attributes and levels. Both groups of conservationists disliked the decline in the number of Eurasian otters in Kinmen. In addition to understanding respondents’ preferences for conservation strategies, these findings reveal the importance of promoting education about the Kinmen Eurasian otter.