探討環境永續遊客行為以及其決定因素

Considering that tourism is expected to continue its growth and the fact that the tourism industry is one of the largest components of the service sector, and thus, has considerable ability to influence environmental quality, there is an urgent need to expand our current understanding of tourists’ environmentally sustainable behaviour. In this light, this study has attempted to elicit different ESTBs from Taiwanese tourists’ perspective, to develop a typology of ESTB, and to explore their key determinants. A series of semi-structured interviews and participant observations were conducted. Based on the data, a total of twelve key types of ESTBs were identified and they were further distinguished into general ESTBs and site-specific ESBs. There are three types of general ESTBs: (1) bringing behaviour, (2) persuasive action, and (3) education action; and nine types of site-specific ESTBs: (1) avoid behaviour, (2) reuse behaviour, (3) reduce behaviour, (4) active usage behaviour, (5) waste management behaviour, (6) environmentally friendly consumption behaviour, (7) general environmentally friendly behaviour, (8) persuasive action, and (9) education action. A model of environmentally sustainable tourist behaviour is also proposed, depicting general ESTBs and site-specific ESTBs as well as their five key determinants (i.e., intrinsic incentives, extrinsic incentives, internal facilitators, external facilitators, and trip characteristics). The findings of this study are believed to contribute to an “emic” in-depth understanding of ESTB, and pave the way for further studies of this important aspect of tourist behaviour. Moreover, the findings provide useful insights for policymakers and managers in devising appropriate campaigns and interventions on stimulating ESTBs.