The Influence of Interpretation of Carbon Footprint to Visitor's Emotional Experience, Prceived Value and Consumptive Intention in Restaurant

• Main Authors: LIN, SUI-HONG, 林穗宏
• Other Authors: HSUI, CHE-YU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/pj3j74

碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 105 === 　　Since the Industrial Revolution, the greenhouse effect causes global warming, affecting climate change and causing environmental damage. Food is just like a commodity. From the system of production, processing, transport to the waste side, it produces carbon dioxide. Therefore, the promotion of carbon standard meal is to encourage people to save the planet by eating healthily. 　　In this study, there are three kinds of questionnaires with more or less illustration. The study uses convenience sampling which is based on general tourists. There are 789 valid questionnaires in total, which is 82.5%. The methods of statistical analysis include descriptive statistics, item analysis, factor analysis, t test, one-way analysis of variance, simple linear regression, multiple regression, and moderation effect. The result of this study found that the background of visitors will partially affect their cognition of low-carbon diet, and the different information with more or less explanation will get significant difference in emotional experience. Positive emotional experience has significant influence to the perceived value and consumptive intention. Perceived value has significant influence to the consumptive intention.If the illustration of low-carbon diet induces positive emotion, it will affect the consumptive intention of the tourist. On the contrary, if the illustration induces negative emotion, it won’t. 　　Wishing this study achievement could provide the government relating institutes and the business industry with directions and references for their future education of low-carbon diet and promotion of the low-carbon meals.