Rural Tourism and Environmental Sustainability—A Study on a Model for Assessing the Developmental Potential of Organic Agritourism

Abstract

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.