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 language | English |
|---|---|
| Pages (from-to) | 45-62 |
| Number of pages | 18 |
| Journal | International Journal of Technology and Human Interaction |
| Volume | 8 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2012 Oct 1 |
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Keywords
- Carbon reduction
- Low-carbon tourism
- Taiwan
- Theory of Planned Behavior (TPB)
- Tourism
ASJC Scopus subject areas
- Human-Computer Interaction
- Information Systems
Cite this
Applying the theory of planned behavior to predict low-carbon tourism behavior : A modifed model from Taiwan. / Kuo, Nae Wen; Dai, You Yu.
In: International Journal of Technology and Human Interaction, Vol. 8, No. 4, 01.10.2012, p. 45-62.Research output: Contribution to journal › Article
}
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
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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 -