The Research of Tourists’ Willingness to Pay for and Purchase Intention to a Low-Carbon Tour in Leisure Farm-A Case Study on Puxing Ranch in Taiwan

• Main Authors: Chun-i,Lee, 李俊毅
• Other Authors: Yu-Chiang Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/17690265057697984989

碩士 === 開南大學 === 觀光與餐飲旅館學系 === 100 === As more and more people start to pay attention to environmental issues nowadays, green consumption has become the new research topic in many countries in the recent years. Low-carbon travel has risen in the tourism and recreation industry. Furthermore, the R.O.C. government has been actively promoted the development of six major rising industries (biotechnology, travel & tourism, green energy, medical care, high-end agriculture, and cultural & creative enterprise). Leisure farms should pay more attention to marketing green products, which is the niche for farms development in the coming future. The main purpose of this research was to study the farm visitors’ willingness to pay for a low-carbon tour. And this study tried to explore the relationship among consumers’ demographic information, their attitudes toward environments, their environment knowledge, their environment-related behaviors, their values, and their purchase intentions. This study distributed a total of 400 questionnaires in the Puxin Ranch in Taiwan, where "nonmarket goods" were constructed and the "contingent valuation method” was applied. And 393 effective responses were retrieved. In addition, descriptive analysis, item analysis, factor analysis, t-test, ANOVA analysis, Pearson’s analysis and simultaneous regression had been applied in this study. The results revealed that, first, 61.1% of consumers with willingness to pay for a ticket of 110% of the regular price for a low-carbon tour. The mean for bidding is to raise 11.96% then the regular price, with a standard error of 8.352% (n = 365), the median is 10%. But this study also found that the tolerable range was between 10%~15%. Secondly, the intention of consumers of higher ages or higher income or who were married was higher. Thirdly, a significant difference was found among purchase intentions toward consumers’ attitudes toward environments and their values. However, there was no significant difference reported among purchase intentions toward consumers’ various environment knowledge and their environment-related behaviors. The above-mentioned results should be valuable in helping related administrators and leisure farms perform green products management and develop marketing strategies.