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系統識別號 U0026-0907201221481800
論文名稱(中文) 影響低碳旅遊行為意圖之研究
論文名稱(英文) Investigating factors affecting behavioral intention of low-carbon tourism
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 100
學期 2
出版年 101
研究生(中文) 林炳勳
研究生(英文) Ping-Hsun Lin
學號 r56991131
學位類別 碩士
語文別 英文
論文頁數 73頁
口試委員 指導教授-陳勁甫
口試委員-蔡東峻
口試委員-賴文泰
口試委員-溫傑華
中文關鍵字 低碳旅遊  計畫行為理論  自我效能  低碳知識 
英文關鍵字 low-carbon tourism  theory of planned behavior  self-efficacy  knowledge of low-carbon tourism 
學科別分類
中文摘要 在過去數十年來,能源的消耗和環境污染越來越嚴重,其中主要的原因可以歸咎於公司行號的蓬勃發展和商業活動的興盛。在環境污染的問題之中,又以二氧化碳的排放為主要的關鍵問題,而隨著商業活動的發展會造成更多的二氧化碳排放,導致全球暖化的問題日趨嚴重。由於台灣經濟的成長,國人的生活水準也逐漸獲得提昇,並且人口分佈也集中於所謂的都會區,因此國人在面對眾多的競爭下也需要面對龐大且來自各方面的壓力。因此旅遊在現今社會中扮演了重要的角色,也逐漸成為人們生活的一部份。隨著旅遊需求的增加與成長,會造成當地景點環境的問題產生,其中包括二氧化碳的排放、環境的改變..等等。因此低碳旅遊的概念便就此產生了,它主要的意涵是指旅客在旅遊的過程中能夠透過一些方式以減少二氧化碳的排放,進而改善環境污染的問題,而且也是目前旅遊發展的趨勢。本研究將以經常用來探討人類行為模式的計畫行為理論為基礎來探討旅客的行前旅遊動機、行前目的地屬性、低碳旅遊的知識、以及彼此之間的關係。
本研究針對的是具有大學學歷以上的學生族群,然後利用群集分析將樣本區分成不同的族群,並且應用迴歸分析以了解不同族群之間在對低碳旅遊態度上的差異。本研究結果可以區分成以下幾點,第一點是本研究發現旅客從事低碳旅遊之旅遊動機和著重的目的地屬性。第二點,透過迴歸分析發現到態度、主觀規範、知覺行為控制、自我效能對於低碳旅遊的意圖皆有顯著的影響,並且在不同族群之中有所差異。第三點,旅客對於低碳方面的知識對於低碳旅遊意圖是有顯著的影響,因此政府相關單位可以透過增加或加強旅客對於低碳方面的知識與認知,藉此提昇旅客從事低碳旅遊的意願。第四點,研究結果發現旅客的自我效能對於低碳旅遊意圖的影響力相較於知覺行為控制較顯著,表示旅客認為其自身有能力從事低碳旅遊時,旅客對於從事低碳旅遊的意圖會越高。
英文摘要 During the last several decades, there has been a rapid growth of energy consumption as well as increases in environmental pollution due to the development of industrial and commercial activities. Among environmental pollutants, carbon emission is the main problem that is contributing to global warming. Because of economic development in Taiwan, people feel pressure from competition in their workplaces and the stresses of daily life. Therefore, tourism currently plays an important role in their lives. The great need for tourism is the main reason that the carbon emission has increased, that the climate has changed and there are other global problems related to resources and environment. Hence, “low-carbon tourism” is becoming a trend, and it’s an inevitable part of the development of tourism. This study is based on the theory of planned behavior to explore pre-travel motivation and pre-travel destination attributes, knowledge of low-carbon tourism, and the relationships among these constructs.
The sample of this study is the students in universities, and a cluster analysis is employed to segment the tourists into different groups. Multiple regression analysis is also used to explore the differenced among these groups. The results of this study are as follows: First, the motivation and destination attributes are used as the segment criteria, and the tourists in this study sample are divided into two groups, including want-it-all seekers and relaxation seekers, who may have a greater likelihood of participating in low-carbon tourism. Second, it is found that attitude, subjective norm, perceived behavioral control, and self-efficacy have a significant effect on intention in the different groups. Third, knowledge of low-carbon has an influence on intention, so it is concluded that the government could increase tourists’ intention toward a low carbon lifestyle by increasing their knowledge in this area. Fourth, self-efficacy is found to have better predictive power on intention than perceived behavioral control.
論文目次 TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION.....................................1
1.1 Research Background................................1
1.2 Research Motivation................................3
1.3 Research Purpose...................................5
1.4 The Scope of Research and Research Object..........6
1.5 Research Procedure.................................6
CHAPTER 2 LITERATURE REVIEW................................8
2.1 Low-Carbon Tourism.................................8
2.2 Theory of Planned Behavior (TPB)..................13
2.3 Typology of Tourists..............................16
2.3.1. Motivation........................................17
2.3.2. Destination Attribute.............................19
2.4 Additional Factors................................21
2.4.1 The Knowledge of Low-Carbon Tourism...............22
2.4.2 Self-efficacy.....................................24
CHAPTER 3 METHODOLOGY.....................................26
3.1 Research Framework................................26
3.2 Research Hypothesis Development...................27
3.2.1 The relationships between attitude, subjective norm, perceived behavior control, self-efficacy and behavioral intention.................................................27
3.2.2 Travel market segmentation by motivation and destination attributes....................................29
3.2.3 The moderating role of knowledge of low-carbon tourism...................................................30
3.3 Operational Definition & Questionnaire Design.....31
3.3.1 Attitude, Subjective Norm, Perceived behavior control and behavioral intention..........................32
3.3.2 Motivation........................................34
3.3.3 Destination Attribute.............................35
3.3.4 The Knowledge of Low-Carbon Tourism...............36
3.3.5 Self-efficacy.....................................38
3.3.6 The Demographic Characteristics...................38
3.4 Data Collection...................................39
3.5 Data Analysis.....................................39
3.5.1 Descriptive Statistics............................40
3.5.2 Reliability Analysis..............................40
3.5.3 Factor Analysis...................................40
3.5.4 Cluster Analysis..................................40
3.5.5 Multiple regression analysis......................41
3.5.6 Hierarchical regression analysis..................41
CHAPTER 4 ANALYSIS AND RESULTS............................42
4.1 Sample Characteristics............................42
4.2 Reliability Analysis..............................44
4.3 Factor Analysis of Motivation and Destination Attributes................................................46
4.4 Typology of Tourists..............................48
4.5 The Effect of the TPB Constructs on Intention: Whole sample and typology of tourists...........................50
4.6 The Moderating Effects of Low-Carbon Knowledge on Intention.................................................54
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS.....................59
5.1 Conclusions and Discussion........................59
5.2 Empirical Implications............................62
5.3 Limitations and Directions for Future Research....63
REFERENCES................................................65
APPENDIX..................................................70


LIST OF TABLES
Table 2.1 Comparison between eco-tourism and low-carbon tourism...................................................11
Table 3.1 The measurement of attitude, subjective norm, perceived behavior control, and behavioral intention......33
Table 3.2 The measurement of motivation...................34
Table 3.3 The measurement of destination attribute........36
Table 3.4 The measurement of knowledge related to low-carbon tourism...................................................37
Table 3.5 The measurement of self-efficacy................38
Table 4.1 Demographic profile of the respondents..........43
Table 4.2 Reliability analysis............................45
Table 4.3 Factor analysis of motivation...................47
Table 4.4 Factor analysis of destination attribute........48
Table 4.5 The Sample of Clusters..........................49
Table 4.6 Factor means among clusters.....................49
Table 4.7 Summary of key characteristics of the clusters ..........................................................50
Table 4.8 Multiple regression analysis....................51
Table 4.10 Hierachical regression analysis of model.......57


LIST OF FIGURES
Figure 1.1 Research procedure..............................7
Figure 2.1 The theory of planned behavior.................14
Figure 3.1 The research framework 1.......................27
Figure 4.1 The model of the whole sample..................51
Figure 4.2 The model of segment 1.........................52
Figure 4.3 The model of segment 2.........................53
Figure 4.4 The interaction between attitude and low-carbon knowledge.................................................57
Figure 4.5 The interaction between perceived behavioral control and knowledge.................................................58
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