Investigating the Acceptance of Marine Ecotourism after the COVID-19 Pandemic in Taiwan

Chun-Nan Chang, Ting-Hsiu Liao and Hao-Chen Huang
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Chun-Nan Chang: Ph.D. Program in Business Intelligence School, National Kaohsiung University of Science and Technology, Kaohsiung City 824004, Taiwan
Ting-Hsiu Liao: Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung City 812301, Taiwan
Hao-Chen Huang: Department of Public Finance and Taxation, National Kaohsiung University of Science and Technology, Kaohsiung City 807618, Taiwan

Sustainability, 2022, vol. 14, issue 10, 1-16

Abstract: Due to its rich marine biological resources, Taiwan is a place worthy of developing marine ecotourism. This study explores the marine ecotourism intentions and marine ecotourism behaviors of tourists during the COVID-19 pandemic by using the unified theory of acceptance and use of technology (UTAUT) method. Under the UTAUT framework, this study considered the factor of environmental attitudes and issued questionnaires in four research areas, namely, Yilan Wushi Fishing Harbor, Port of Hualien, Hualien Stone Stairs Platform, and Taitung Chengfong Fishing Port. In total, 431 effective research samples were collected. First, this study verified the validity and reliability of the dimensions through confirmatory factor analysis. According to the results of structural equation modeling (SEM) analysis, performance expectancy, effort expectancy, social influence, and environmental attitude all have an influence on tourists’ marine ecotourism intentions, while facilitating conditions had no influences on tourists’ marine ecotourism intentions. Tourists’ marine ecotourism intentions further influenced their marine ecotourism behaviors. In addition, this study evaluated the mediating effect of marine ecotourism intentions by nested-model analysis. Finally, this study provided substantive policy recommendations as a reference for tourism management units and local governments.

Keywords: marine ecotourism; marine ecotourism behavior; environmental attitude; unified theory of acceptance and use of technology; COVID-19 pandemic (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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