An Exploratory Study of Corporate Social Responsibility of Travel Agency Websites and Consumers’ Low Carbon Travel Intention

• Main Authors: Ma, Chunjou, 馬君葇
• Other Authors: Sharon F.H. Pang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/89486015664456062428

碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士班 === 101 === Energy depletion and climate change lead to the concept of carbon reduction to which many countries pay attention. Environment and climate could influence the income in tourism industry. In addition, the impact on environment resulted from traveling could also affect the future revenue in tourism industry. Environment worsening could be slowed down by improving or influencing the travel types. Meanwhile, improvements need to be started with persuading travelers. The study aims to identify consumers’ low carbon travel intention and their demand by adopting the environmental behavior model (Hines et al, 1986-87) and to identify travel agencies either setting up the low-carbon travel products or promoting low-carbon traveling. This dissertation provides a model for the relationship between the intention to act and the responsible environmental behavior in low-carbon traveling by investigating factors, including knowledge of low-carbon traveling, action skill, locus of control, attitudes, personal responsibility, intention to act, responsible environmental behavior, travel constraints and climate change. This model is examined by the structural equation model (SEM). The findings found out that action skill, attitudes, personal responsibility are the main factors which affect the intention to act low-carbon traveling. The promotion of low-carbon traveling on travel agencies’ websites is not enough obviously. Overall, corporate social responsibility on travel agencies’ websites has a positive relationship with consumers’ low-carbon travel intention which could be a reference for tourism agencies in the future.