Applying the theory of planned behavior to predict low-carbon tourism behavior: A modifed model from Taiwan

Nae Wen Kuo, You Yu Dai

Research output: Contribution to journalArticle

15 Citations (Scopus)

Abstract

To reduce carbon emissions resulted from tourism industry, low-carbon tourism is advocated and has become an important tourism policy in many countries. Previously, studies concerned about low-carbon tourism were focused on how to plan and design low-carbon tourism activities and itinerary products. However, little research was paid attention to the low-carbon tourism behavior of tourists and the factors that will influence their low-carbon tourism behavior were still unclear. Factors affecting tourists' low-carbon tourism behavior are important and need to be explored. The main purpose of this research was to find the important factors that will affect tourists' behavior, and a modified Theory of Planned Behavior (TPB) mode was used. In this study, an effective sample of 387 Taiwanese who visited the first "ECO Taiwan Expo" in Taiwan was collected. The results showed that the respondents were independently involved in low-carbon tourism, rather than influenced by the views of significant others or groups. In addition, past travel experiences could improve perceived behavioral control and behavioral intention toward "low-carbon tourism" behavior. Finally, a moderating effect of perceived behavioral control between behavioral intention and preferred behavior was found in this study.

Original languageEnglish
Pages (from-to)45-62
Number of pages18
JournalInternational Journal of Technology and Human Interaction
Volume8
Issue number4
DOIs
Publication statusPublished - 2012 Oct 1

Fingerprint

Carbon
Industry

Keywords

  • Carbon reduction
  • Low-carbon tourism
  • Taiwan
  • Theory of Planned Behavior (TPB)
  • Tourism

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Information Systems

Cite this

@article{e13da12d62c7444baffd9bcf2666dfd8,
title = "Applying the theory of planned behavior to predict low-carbon tourism behavior: A modifed model from Taiwan",
abstract = "To reduce carbon emissions resulted from tourism industry, low-carbon tourism is advocated and has become an important tourism policy in many countries. Previously, studies concerned about low-carbon tourism were focused on how to plan and design low-carbon tourism activities and itinerary products. However, little research was paid attention to the low-carbon tourism behavior of tourists and the factors that will influence their low-carbon tourism behavior were still unclear. Factors affecting tourists' low-carbon tourism behavior are important and need to be explored. The main purpose of this research was to find the important factors that will affect tourists' behavior, and a modified Theory of Planned Behavior (TPB) mode was used. In this study, an effective sample of 387 Taiwanese who visited the first {"}ECO Taiwan Expo{"} in Taiwan was collected. The results showed that the respondents were independently involved in low-carbon tourism, rather than influenced by the views of significant others or groups. In addition, past travel experiences could improve perceived behavioral control and behavioral intention toward {"}low-carbon tourism{"} behavior. Finally, a moderating effect of perceived behavioral control between behavioral intention and preferred behavior was found in this study.",
keywords = "Carbon reduction, Low-carbon tourism, Taiwan, Theory of Planned Behavior (TPB), Tourism",
author = "Kuo, {Nae Wen} and Dai, {You Yu}",
year = "2012",
month = "10",
day = "1",
doi = "10.4018/jthi.2012100103",
language = "English",
volume = "8",
pages = "45--62",
journal = "International Journal of Technology and Human Interaction",
issn = "1548-3908",
publisher = "IGI Publishing",
number = "4",

}

TY - JOUR

T1 - Applying the theory of planned behavior to predict low-carbon tourism behavior

T2 - A modifed model from Taiwan

AU - Kuo, Nae Wen

AU - Dai, You Yu

PY - 2012/10/1

Y1 - 2012/10/1

N2 - To reduce carbon emissions resulted from tourism industry, low-carbon tourism is advocated and has become an important tourism policy in many countries. Previously, studies concerned about low-carbon tourism were focused on how to plan and design low-carbon tourism activities and itinerary products. However, little research was paid attention to the low-carbon tourism behavior of tourists and the factors that will influence their low-carbon tourism behavior were still unclear. Factors affecting tourists' low-carbon tourism behavior are important and need to be explored. The main purpose of this research was to find the important factors that will affect tourists' behavior, and a modified Theory of Planned Behavior (TPB) mode was used. In this study, an effective sample of 387 Taiwanese who visited the first "ECO Taiwan Expo" in Taiwan was collected. The results showed that the respondents were independently involved in low-carbon tourism, rather than influenced by the views of significant others or groups. In addition, past travel experiences could improve perceived behavioral control and behavioral intention toward "low-carbon tourism" behavior. Finally, a moderating effect of perceived behavioral control between behavioral intention and preferred behavior was found in this study.

AB - To reduce carbon emissions resulted from tourism industry, low-carbon tourism is advocated and has become an important tourism policy in many countries. Previously, studies concerned about low-carbon tourism were focused on how to plan and design low-carbon tourism activities and itinerary products. However, little research was paid attention to the low-carbon tourism behavior of tourists and the factors that will influence their low-carbon tourism behavior were still unclear. Factors affecting tourists' low-carbon tourism behavior are important and need to be explored. The main purpose of this research was to find the important factors that will affect tourists' behavior, and a modified Theory of Planned Behavior (TPB) mode was used. In this study, an effective sample of 387 Taiwanese who visited the first "ECO Taiwan Expo" in Taiwan was collected. The results showed that the respondents were independently involved in low-carbon tourism, rather than influenced by the views of significant others or groups. In addition, past travel experiences could improve perceived behavioral control and behavioral intention toward "low-carbon tourism" behavior. Finally, a moderating effect of perceived behavioral control between behavioral intention and preferred behavior was found in this study.

KW - Carbon reduction

KW - Low-carbon tourism

KW - Taiwan

KW - Theory of Planned Behavior (TPB)

KW - Tourism

UR - http://www.scopus.com/inward/record.url?scp=84870268618&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84870268618&partnerID=8YFLogxK

U2 - 10.4018/jthi.2012100103

DO - 10.4018/jthi.2012100103

M3 - Article

AN - SCOPUS:84870268618

VL - 8

SP - 45

EP - 62

JO - International Journal of Technology and Human Interaction

JF - International Journal of Technology and Human Interaction

SN - 1548-3908

IS - 4

ER -