The Relationship between Theme Park Visitors’ Environmental Behavior and Behavioral Intention of Using Self-prepared Tableware

• Main Authors: Cheng-tien Liu, 劉承天
• Other Authors: Wei-Da Fang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/77028825094518894704

碩士 === 中華大學 === 營建管理學系碩士班 === 99 === ABSTRACT According to “Project Vanguard for Excellence in Tourism” proposed by Ministry of Transportation and Communication in 2009, an action plan to upgrade tourist amusement enterprises including innovations of the theme parks was put into practice. How to revive the out-of-date facilities and enhance the quality of recreational activities for theme park visitors, thus, became the main issues. However, in addition to theme parks’ planning, visitors’ environmental behavior also affects the service quality of recreational activities. Behavioral intention is often used to predict and evaluate people’s future environmental behaviors. This study was conducted to explore the relationship between theme park visitors’ environmental behaviors and their behavioral intention of using self-prepared tableware. Conclusion of this study can be applied by recreation area management to the implementation strategies for increasing visitors’ intention of using self-prepared tableware or carrying out education on personal environmental morality based on the mechanism. A survey of 391 valid questionnaires was recorded and collected in Leofoo Village Theme Park. This research shows theme park visitors’ behavioral intention of using self- prepared tableware can be determined by two factors:1. Objective conditions (external environment); 2. Subjective psychology (environmental protection consciousness). A statistical approach, Principle Component Analysis (PCA), was applied to classify factors affecting visitors’ environmental behaviors into four dimensions. The present result also shows the “environmental responsibility”, “self-efficacy”, “external environment ” and “subjective norm” were all positively related to the environmental behavior. Keywords: environmental behavior、self-prepared tableware、theme park