A Study on Consumer Intention for Responsible Tourism

• Main Authors: KUO,TZU-CHIAO, 郭子僑
• Other Authors: LU, LONG-CHUAN
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/66cbwz

碩士 === 國立中正大學 === 企業管理系行銷管理研究所 === 107 === Travel becomes more and more convenient in this generation, with the increase of passengers, it is inevitable to impose a greater burden on the environment. Perhaps the damage will not be seen immediately, but the power of the long-term will not be underestimated. In addition, in order to make money, businessman may do something to damage the environment or exploit local residents. The purpose for responsible tourism aims to minimize harmful for our environment, and have a better place to visit and live. This study explores intentions of consumers' behavioral toward responsible tourism. Therefore, this study explores the relationship between travelers and moral reaction problems, including information disclosure, individualism, moral emotions, moral judgments, moral disengagement, and purchase intention. For this research, we collected data on online. Finally, there are totally 909 valid questionnaires are collected for this study. Besides, the overall reliability and relevance analysis for this study is confirmed by reliability analysis and factor analysis, and the research hypothesis are verified. Finally, according to the research results, individualism and information disclosure will affect consumers' moral emotions. Moral emotions negatively influence moral judgment and moral disengagement, but consumers will reduce moral judgment in the case of moral disengagement. Therefore, moral disengagement will affect moral emotions. Moral judgment produces an intermediary effect. In addition, this study also explores the social desirability scale to make sure consumers from affecting social expectations and influencing the judgment of the test, and to reduce the differences between cognition and behavior. Keywords: Responsible Tourism, Information Disclosure, Individualism, Moral Emotions, Moral Judgment, Moral Disengagement, Purchase Intention, Social Desirability Scale