Using Theory of Planned Behavior to Investigate Factors Influencing Backpackers’ Independent Travel Behavior Intentions – A Case Study of Taitung

• Main Authors: HUNG, HSIU-CHEN, 洪秀偵
• Other Authors: Chen, Yi-Cheng
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/m4nth4

碩士 === 國立臺東大學 === 進修部環境經濟資管碩專(假日) === 105 === Travel offers the general public a chance to give themselves pause for thought in the hustle and bustle of LOHAS-oriented society. Recent years have seen growing popularity in travel in Taitung, with many from around the world craving a trip to this heavenly place. Add to that cycling activities as well as track and field, a considerable number of sports lovers flock to Taitung. This research mainly deals with how the natural environment and aboriginal culture in Taitung not just attract floods of tourists but form backpackers’ independent travel behavior intentions. It is evident that the number of tourists traveling to Taitung has enjoyed a steady boost in recent years. Not only does it create a boom in business, but it spawns many job vacancies. More important is that backpackers are able to relax and enjoy recreational activities. This research targets tourists having traveled to Taitung, with convenience sampling approach employed. All told, 380 valid questionnaires are collected, analyzed with SPSS 12.0 and SmartPLS 3.0 through Structural Equation Modeling. The results of this research indicate that the impressions of tourist attractions have positive impacts on individual attitude and subjective norm, yet few on the conscious behavior control. In addition, word of mouth in cyberspace has few impacts on individual attitude while appears strongly associated with subject norm and conscious behavior control. On top of that, respecting planned behavior theory, the analyzed results suggest that individual attitude and subjective norm have positive effects on travel behavior intentions, and that conscious behavior control has few effects on travel behavior intentions. Overall, the structure of this research concludes that the statistics of crucial research variables that can explain backpackers’ behavior intentions stands at 46.8%－quite valid in terms of explainability and predictability. It is expected that the related research results are able to make practical contributions to traveling authorities concerned and the entire business. Besides, backpackers paying a visit to Taitung can thus have a more well-rounded view on travel planning. Most importantly, it is hoped that a wave of creativity can be injected to traveling business in Taitung and eventually usher in an era of booming tourism.