| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 105 === As global warming becomes more and more serious in recent years, low-carbon tourism has become a new focus of global tourism. The activity of “Fun Bike Ride Tour to Three Military Academy in Fongshan,” held and promoted by the public office of Fengshan District, Kaohsiung City, is of great significance in reducing the greenhouse gas emissions in Fengshan District. Based on the theory of planned behavior, this thesis investigates the low-carbon tourists’ behavior intention pattern after they participate in the activities of bike-riding to tour three military academy in 2016, so as to understand how the tour guides’ cognitive and affective interpretation influences tourists’ satisfaction, environmental awareness, attitudes, subjective norms and perceived behavioral control in low-carbon behavioral intention context.
In this study, 380 copies of questionnaire were distributed on November 19, 2016, with 356 copies valid and a return rate of 94%. The data were analyzed through methods of descriptive statistics, item analysis, reliability analysis, confirmatory factor analysis, t-test, one-way ANOVA, structural equation modeling analysis and regression analysis. The results of this study were showed as below.
1.Personal background variable of visitors were showed partially significant difference in cognitive and affective tour guide interpretation outcomes, tourist satisfaction, environmental awareness, attitudes, subjective norms, perceived behavioral control and low-carbon behavioral intention.
2.The cognitive tour guide interpretation outcomes has a significant positive influence on affective tour guide interpretation outcomes, tourist satisfaction, environmental awareness and low-carbon behavioral intention.
3.The affective tour guide interpretation outcomes has a significant positive influence on tourist satisfaction and environmental awareness but there is no remarkable influence on the low-carbon behavioral intention.
4.The tourist satisfaction has a significant positive influence on low-carbon behavioral intention.
5.The effect of tourism satisfaction has the mediation effect on cognitive and affective tour guide interpretation outcomes and low-carbon behavioral intention.
6.The environmental awareness has a significant positive influence on attitudes.
7.The effect of attitudes has the mediation effect on environmental awareness and low-carbon behavioral intention.
8.The attitudes, subjective norms and perceived behavioral control have significant positive influences on low-carbon behavioral intention.
According to the results, the researcher provides suggestions for future research. It is hoped that this study can serve as a reference for future planning and management of similar activities, especially for the government and tourism agencies.
Keywords：low-carbon tourism, interpretation, tourist satisfaction, environmental awareness, Theory of Planned Behavior
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