Applying the Theory of Planned Behavior to Predict Low-Carbon Tourism Behavior: A Modified Model from Taiwan

Nae-Wen Kuo and You-Yu Dai
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Nae-Wen Kuo: Department of Geography, National Taiwan Normal University, Taipei City, Taiwan
You-Yu Dai: Graduate Institute of Recreation, Tourism, and Hospitality Management, National Chiayi University, Chiayi City, Taiwan

International Journal of Technology and Human Interaction (IJTHI), 2012, vol. 8, issue 4, 45-62

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.

Date: 2012
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