The Effects of Interpretation on Tourists’ Behavioral Intentions by Low-Carbon Tourism－A Case Study of Pinglin

• Main Authors: Ching-Hsuan Lee, 李璟玄
• Other Authors: 陳惠美
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/10772236181722652926

碩士 === 國立臺灣大學 === 園藝學研究所 === 100 === The consumption of environmental resources due to human activities frequently, which lead to global warming and other problems, the greenhouse issue, has become a global concern. To slow global warming situation, government departments have advocated the energy conservation and reduce carbon emissions. It’s a global objective to savings environmental resources by using the concept of low-carbon. According to the World Tourism Organization statistics show, the world''s total carbon emissions by around 5% from the tourism industry. It’s a large number of carbon emissions by travel behavior. Therefore, in response to carbon reduction issues and sustainable development, the low-carbon tourism activities have resulted. Low carbon tourist activity is a mode to reduce carbon emission by promotion the public transport connections, walking tour, enjoy the local low-carbon food, and green consumption. The successful activities are re-active the local tourism activities. The purpose of low-carbon tourism activity is to educate visitors the concept of low-carbon by tourism activities, and understanding the concept of low-carbon and low carbon behavior from the experience of visitors’ activities, and be able to promote their travel behavior in the future. The main activity in Low-carbon tourism activities is to explain and guidance the concept of low-carbon to tourists from tour guides. In the past studies, the tour guide is the most influence role to influence the tourists'' behavior in low-carbon tourism. The message conveyed by the tour guide is the concept of convince, and the most common applications is the concept of regulatory focus on message convince. According to regulatory focus theory, it can be divided into two regulatory focuses, Promotion Focus and Prevention Focus. Many studies use the response received by the regulatory focus theory to explore the different focus for its message. The research also confirmed, using a different focus of the individual, the presentation of the message will produce different attitudes and behavior of the reaction. It is different mechanism in convince process with individuals of different regulatory focus. Using different individuals in which to adjust the position to fit message can be achieved the best to convince. Therefore, the purpose of this study is using the concept of regulatory focus to explore the individual with promotion and prevention, whether to explain the message of promotion and prevention of low-carbon reaction is different. To identify visitors with different focus position which message type is suitable, as a reference to explain the improvement. In the same time, to study the attitude of tourists in the low-carbon interpretive messages will be affected by the characteristics of visitors personal community and influence its future low-carbon travel behavior, and the daily life of the environmental behavior. The results of this study want to be able to provide the government, and related agencies and tour operators, as reference for future low-carbon travel behavior in education advocacy and planning. Research methods use structured questionnaire survey, and consider the visitors who enroll in the low-carbon tourism activities in New Taipei City Pinglin district as the research object. The study site is located in the shuttle bus station of low-carbon tourism activities in Pinglin district, and using visitor survey after low-carbon tourism as survey method. Collect the personal information of visitors, the focus of regulation; promotion / prevention of low-carbon explain the message, the travel behavior tendencies, and regular environmental behavior tendency. Received a total of 213 were answered before travel questionnaire, after deducting 22 invalid questionnaires, we got the usable questionnaire were 191. In the data analysis, the results show that the reaction of the visitors'' socioeconomic characteristics and low-carbon explanation message is based on different tourist gender, especially on women who will be affected in the low-carbon explanation message of environmental conservation concept. On the other hand, in the future, the low-carbon explanation message on the tendency of low-carbon in tourists, is based on the concept of environmental conservation message in the message of low-carbon explanation, it will affect low-carbon behavioral tendencies of tourists in the future. Suggested that in future low-carbon tourism marketing can make use of the explanation to explain environmental issues, will be able to affect tourist low-carbon travel behavior as well as day-to-day environmental behavior in the future.