According to the 2009 survey of travel by R.O.C. citizens, the total number of people who had took a trip in 2009 was about 97 millions, which was higher than 2008, and the growth rate was 1.9%. This implies the recreation and tourism industry is gradually developing in Taiwan. National Scenic Areas are the important resources of Taiwan, and now there are 13 national scenic areas including Northeast and Yilan Coast, East Coast, Penghu, Dapeng Bay, East Rift Valley, Matsu, Sun Moon Lake, Tri-mountain, Alishan, Maolin, North Coast and Guanyinshan, Southwest Coast and Siraya. The purpose of this study is to investigate the length of stay and overall evaluation of each National Scenic Area. Our data was retrieved from 2009 survey of travel by R.O.C. citizens. From the length of stay, we could understand the difference between the staying length of suggestion and the real staying length. Besides, from the relationship between the items of satisfaction and overall evaluation, we could provide the improvement references for each National Scenic Area in Taiwan.
This study employs the order logit model to do the empirical research of the length of stay and overall evaluation. Our result shows that the main factors that influence the length of stay include the service attitude of the servant and the service facilities. Besides, the main factors that influence the overall evaluation are landscaping and environment cleaning.