The activities of the tourism industry and tourists cause many of the world's carbon dioxide emissions. To reduce carbon emissions resulted from travel, low-carbon tourism has becoming an urgent issue. Little research has paid attention to low-carbon travel behavior of tourists, and their influence factors are still unclear. Therefore, the purpose of this chapter is to establish a modified Theory of Planned Behavior model to predict which factors may impact low-carbon travel behaviors. In this study, an effective sample of 387 Taiwanese was collected in the first "ECO Taiwan Expo." Through a rigorous structural equation modeling process, the results show that the respondents are independently involved in low-carbon tourism, rather than influenced by significant others or groups. In addition, past travel experiences could improve travelers' perceived behavioral control and behavioral intention toward low-carbon travel behavior. Finally, the moderating effect of perceived behavioral control is evidenced between behavioral intention and preferred behavior in this study.
|Title of host publication||Strategic E-Commerce Systems and Tools for Competing in the Digital Marketplace|
|Number of pages||22|
|Publication status||Published - 2015 Feb 28|
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)
- Business, Management and Accounting(all)
- Computer Science(all)