Investigating factors affecting behavioral intention of low-carbon tourism

• Main Authors: Ping-HsunLin, 林炳勳
• Other Authors: Ching-Fu Chen
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/49357804056255760258

碩士 === 國立成功大學 === 交通管理學系碩博士班 === 100 === During the last several decades, there has been a rapid growth of energy consumption as well as increases in environmental pollution due to the development of industrial and commercial activities. Among environmental pollutants, carbon emission is the main problem that is contributing to global warming. Because of economic development in Taiwan, people feel pressure from competition in their workplaces and the stresses of daily life. Therefore, tourism currently plays an important role in their lives. The great need for tourism is the main reason that the carbon emission has increased, that the climate has changed and there are other global problems related to resources and environment. Hence, “low-carbon tourism” is becoming a trend, and it’s an inevitable part of the development of tourism. This study is based on the theory of planned behavior to explore pre-travel motivation and pre-travel destination attributes, knowledge of low-carbon tourism, and the relationships among these constructs. The sample of this study is the students in universities, and a cluster analysis is employed to segment the tourists into different groups. Multiple regression analysis is also used to explore the differenced among these groups. The results of this study are as follows: First, the motivation and destination attributes are used as the segment criteria, and the tourists in this study sample are divided into two groups, including want-it-all seekers and relaxation seekers, who may have a greater likelihood of participating in low-carbon tourism. Second, it is found that attitude, subjective norm, perceived behavioral control, and self-efficacy have a significant effect on intention in the different groups. Third, knowledge of low-carbon has an influence on intention, so it is concluded that the government could increase tourists’ intention toward a low carbon lifestyle by increasing their knowledge in this area. Fourth, self-efficacy is found to have better predictive power on intention than perceived behavioral control.