The Study of Behavioral Intention to Visit Ecological Destination

• Main Authors: Ting-Fei Chen, 陳亭妃
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/16623051790521924439

碩士 === 逢甲大學 === 國際貿易所 === 100 === The purpose of the study is to make clear which factors influence tourists and how these factors influence them in choosing ecological destination. Green image not only is difference as coefficients of environmental attitude and ecotourism involvement but also has direct effect on attitude toward ecological destination. In ecotourism, environmental identity is push force from tourist and perceived green risk has negative moderating effect which is different from perceived risk has negative direct effect in general tourism. About country image: on an aspect, subjects are affected by operating factor to change the country image they has for a country; on another aspect, country image from foreigner tourists has moderating effect. Moreover, attitude influences behavioral intention has been confirmed in most academic fields. It also applies to ecological tourism. The study develops research framework from the theory of push and pull in tourism literature. Green image and environmental identity are antecedents of tourists’ attitude toward ecological destination and tourists’ attitude toward ecological destination is the antecedent of tourists’ behavioral intention toward ecological destination. Country image and perceived green risk respectively moderate green image affects tourists’ attitude toward ecological destination and environmental identity affects tourists’ attitude toward ecological destination. Questionnaires are distributed to domestic tourists (tourists from Taiwan) and foreign tourists right on the sub-sites of study sites. The duration of issuing questionnaires is from Feb. 1st, 2011 to Apr. 30th, 2011 and the collection is 305 domestic pieces and 40 foreign pieces analyzed by AMOS and SPSS. The findings are both green image and environmental identity significantly influence tourists’ attitude toward ecological destination, tourists’ attitude toward ecological destination has significant influence on tourists’ behavioral intention toward ecological destination, perceived green risk negatively moderates the relationship between environmental identity and tourists’ attitude toward ecological destination, and although country image’s moderating effect is not significant, country image from foreigner tourists has its own moderating effect as far as the innate portion of foreigner tourists is concerned. The findings above help understand how tourists choose ecological destination and also provide advice in planning and marketing for tourism managers.