The Study of Tourists'' Intention to Participate in Eco-tourism Based on TPB: Using The Sensation Seeking as a Moderator

• Main Authors: CHUN-I LU, 呂俊毅
• Other Authors: Yu-Rong Lu
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/kuz9ed

碩士 === 中原大學 === 國際經營與貿易研究所 === 105 === 　　In recent years, our country''s tourism has been developing in its full swing, with its tourism output value also successively on the growth. However, the closer the tourism is approaching to the extreme, the more harm we do to the environment, which we hardly perceive. In recent years, with the trend of sustainable development on the globe, environmental protection and the green lifestyle is receiving more and more attention. With the issue of policies on environmental protection and natural conservation on the increase, as well as the rise of eco-tourism.Let people aware of the participation in tourism and should go to protect our environment at the same time. 　　This study uses the theory of planned behavior (TPB) to understand whether it will affect thetourist’s behavioral intention of eco-tourism. In addition, the sensation seeking is a kind of psychological biology important personality traits, and the purpose of this study is to explore how much the sensation seeking of tourists interferes in the intent on and analyze which core variables for tourists to participate in eco-tourism affects most in the theory of planned behavior. 　　This study uses the questionnaire survey method to collect information on relevant variables, 386 questionnaires were collected, 386 were the subjects and 2 were valid questionnaires. Therefore, the effective samples were 384, the effective response rate was 99.48% ,analyzing with SPSS and AMOS, as well as Structural Equation Modeling. The result reveals that tourists will be positively influenced by the attitude toward ecotourism, subjective norms, perceived behavioral control. Sensation seeking has a positive influence on the attitudes, subjective norms, perceived behavioral control and behavioral intention. Therefore, all the hypotheses of this study are valid, allowing the government or the tourism management to know how to develop eco-tourism.