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Exploring Antecedents of Green Tourism Behaviors: A Case Study in Suburban Areas of Taipei, Taiwan

Author

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  • Judith Chen-Hsuan Cheng

    (Department of Applied Economics and Management, National Ilan University, Ilan City 26047, Taiwan)

  • Ai-Hsuan Chiang

    (Department of International Business, Ming Chuan University, Taipei 11103, Taiwan)

  • Yulan Yuan

    (Department of Landscape Architecture, Tunghai University, Taichung 40704, Taiwan)

  • Ming-Yuan Huang

    (Department of Forestry and Natural Resources, National Chiayi University, Chiayi 60004, Taiwan)

Abstract

Understanding user behaviors is the foundation to support the design and development of a sustainably built environment. This exploratory study used a mixed method to explore people’s perception, motivation, intention, and behaviors of green tourism in Taiwan. The qualitative approach explored intrinsic and extrinsic factors that could influence people’s intention to participate in green tourism. The quantitative approach provided evidence of influencing factors of green tourism. The findings suggested that variables, such as perception, attitudes, and self-efficacy, can indirectly influence green tourism behaviors through behavioral intention. This study suggests that government agencies should emphasize environmental education regarding the relationship between climate change and people’s life; therefore, people will increase their environmental awareness regarding the urgent conditions of the environment, in addition to supporting green tourism and being more responsible for their tourism behaviors. For cities intending to accommodate tourism or Non-Governmental Organizations (NGOs) that are interested in promoting green tourism, it is critical to incorporate relevant factors, such as destination services and educational elements, into the design and development principles to built environment that supports green tourism activities.

Suggested Citation

  • Judith Chen-Hsuan Cheng & Ai-Hsuan Chiang & Yulan Yuan & Ming-Yuan Huang, 2018. "Exploring Antecedents of Green Tourism Behaviors: A Case Study in Suburban Areas of Taipei, Taiwan," Sustainability, MDPI, vol. 10(6), pages 1-17, June.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:6:p:1928-:d:151473
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    References listed on IDEAS

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    Cited by:

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    2. Huseyin Arasli & Maryam Abdullahi & Tugrul Gunay, 2021. "Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study," Sustainability, MDPI, vol. 13(11), pages 1-27, May.
    3. Mirjana Radović-Marković & Branko Živanović, 2019. "Fostering Green Entrepreneurship and Women’s Empowerment through Education and Banks’ Investments in Tourism: Evidence from Serbia," Sustainability, MDPI, vol. 11(23), pages 1-16, December.
    4. Hui-Ju Wang, 2022. "Antecedents of behavioral intentions for green city tourists," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(1), pages 377-398, January.
    5. Sarah Eichelberger & Manuela Heigl & Mike Peters & Birgit Pikkemaat, 2021. "Exploring the Role of Tourists: Responsible Behavior Triggered by the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(11), pages 1-14, May.
    6. Claudia Patricia Maldonado-Erazo & María de la Cruz del Río-Rama & José Álvarez-García & Ana Carola Flores-Mancheno, 2022. "Use of Natural and Cultural Resources by Tourism as a Strategy for Regional Development: Bibliometric Analysis," Land, MDPI, vol. 11(8), pages 1-18, July.
    7. Mehrbakhsh Nilashi & Abbas Mardani & Huchang Liao & Hossein Ahmadi & Azizah Abdul Manaf & Wafa Almukadi, 2019. "A Hybrid Method with TOPSIS and Machine Learning Techniques for Sustainable Development of Green Hotels Considering Online Reviews," Sustainability, MDPI, vol. 11(21), pages 1-21, October.

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