Relationships among Values, New Environment Paradigm and Pro-Environmental Behaviors of Rural Tourism : A Case Study of Siraya National Scenic Area

• Main Authors: Wen-Bor Lu, 呂文博
• Other Authors: Sheng-Jung Ou
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/weuq5z

博士 === 國立中興大學 === 園藝學系所 === 102 === Review of rural tourism researches that rarely investigate the relationship between attributes and values, howere, product attributes and values is one of the important factors that influence consumer choices behavior. In addition, sustainable tourism development, environmental factors are also an important that is less involved in rural tourism researches. The purpose of this study to understand the attributes, consequence and value of rural tourism destination. In addition, understand the relationship between a model of the new environment paradigm, rural tourism values and pro-environmental behavior. We administered a questionnaire to 710 rural tourism tourists. The results include 7 attributes, 8consequences and 5values, and displays the new environmental paradigm, attributs of rural tourism、consequence of rural tourism、value of rural tourism were important determinants of shared pro-environmental behavior. The results support the expectancy-value theory can explain the properties of rural tourism, links with attributes, consequences and values. Thr-component theory of attitude can support new environmental paradigm, the relationship between the value of rural tourism and pro-environmental behavior. Suggested rural tourism operators may proceed from the value of rural tourism to rural tourism environmental behavior of consumers planning to induce consumers to environmental behaviors. As well as by environmental education, environmental education station was established to provide visitors to know more ecological and environmental conservation knowledge, and thus engage in environmental behavior.