Discussions, Conclusions and Recommendation

Results identifies that on average, residents’ attitudes toward local tourism development are at the neutral degree of ambivalence. But when examining further by cluster analysis, it suggests that the sample of residents is not homogeneous in terms of the degree of attitudinal ambivalence toward tourism development in their community. It implies an alternative approach to classify different interest groups in the same community.

The result consists with previous studies that ambivalence is resulted from both positivity and negativity independently and moreover, it tends to cause low attitude-behavioural intention consistency (Jonas, et al., 2000). It is explained that ambivalence does not decrease residents’ confidence in their attitudes toward tourism development in their community because they are familiar with tourism related issues. As their tourism attitudes are formed, their attitudes are automatically activated. In the case of Penghu, residents tend to have a favourite attitude toward tourism in general. Although they perceived negative tourism impacts (in addition to tourism benefits), their favourite attitude toward tourism in general is activated when they were asked. Once their attitudes toward tourism in general turn sour someday because their expectations are not met, it might be possible that the moderating effect of ambivalence goes up. A longitudinal monitor should be implemented. On the other hand, if there is a new tourism project going on, ambivalence might instead, increase attitude-behavioural consistency because residents are stimulated to look for more information (Jonas, Diehl, & Bromer, 1997). Whether it is true in the tourism context remains unknown. When incorporating new tourism projects, the effect of ambivalence should be taken into consideration.

Figure 1. Results of structural model: Low ambivalence group (Note. χ2=805.673, df=198, RMSEA=0.078, CFI=.907)

Figure 2. Results of structural model: High ambivalence group (Note. χ2=587.212, df=198, RMSEA=0.053, CFI=.904)

β= .659*** Island specific benefits Behavioural intention Attitude toward tourism Tourism costs Economic benefits Self benefits β= .675** β= -.246*** R2=0.442 R 2 =0.435 β= .821*** Island specific benefits Behavioura l intention Attitude toward tourism Tourism costs Economi c benefits Self benefits β= .455* β= -.153** R2=0.445 R2=0.674

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