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Applying the Theory of Planned Behavior to Predict Low-Carbon Tourism Behavior: A Modified Model from Taiwan

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  • Nae-Wen Kuo

    (Department of Geography, National Taiwan Normal University, Taipei City, Taiwan)

  • You-Yu Dai

    (Graduate Institute of Recreation, Tourism, and Hospitality Management, National Chiayi University, Chiayi City, Taiwan)

Abstract

To reduce carbon emissions resulted from tourism industry, low-carbon tourism is advocated and has become an important tourism policy in many countries. Previously, studies concerned about low-carbon tourism were focused on how to plan and design low-carbon tourism activities and itinerary products. However, little research was paid attention to the low-carbon tourism behavior of tourists and the factors that will influence their low-carbon tourism behavior were still unclear. Factors affecting tourists’ low-carbon tourism behavior are important and need to be explored. The main purpose of this research was to find the important factors that will affect tourists’ behavior, and a modified Theory of Planned Behavior (TPB) mode was used. In this study, an effective sample of 387 Taiwanese who visited the first “ECO Taiwan Expo” in Taiwan was collected. The results showed that the respondents were independently involved in low-carbon tourism, rather than influenced by the views of significant others or groups. In addition, past travel experiences could improve perceived behavioral control and behavioral intention toward “low-carbon tourism” behavior. Finally, a moderating effect of perceived behavioral control between behavioral intention and preferred behavior was found in this study.

Suggested Citation

  • Nae-Wen Kuo & You-Yu Dai, 2012. "Applying the Theory of Planned Behavior to Predict Low-Carbon Tourism Behavior: A Modified Model from Taiwan," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 8(4), pages 45-62, October.
    • Handle: RePEc:igg:jthi00:v:8:y:2012:i:4:p:45-62
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    Cited by:

    1. An-Jin Shie & You-Yu Dai & Ming-Xing Shen & Li Tian & Ming Yang & Wen-Wei Luo & Yenchun Jim Wu & Zhao-Hui Su, 2022. "Diamond Model of Green Commitment and Low-Carbon Travel Motivation, Constraint, and Intention," IJERPH, MDPI, vol. 19(14), pages 1-21, July.
    2. Ziqian Luo & Junjie Li & Zezhou Wu & Shenghan Li & Guoqiang Bi, 2022. "Investigating the Driving Factors of Public Participation in Public-Private Partnership (PPP) Projects—A Case Study of China," IJERPH, MDPI, vol. 19(9), pages 1-20, April.
    3. Xuan Yang & Zhou-Jing Wang, 2020. "Intuitionistic Fuzzy Hierarchical Multi-Criteria Decision Making for Evaluating Performances of Low-Carbon Tourism Scenic Spots," IJERPH, MDPI, vol. 17(17), pages 1-16, August.
    4. Azhar, Mohd & Hamid, Sheeba & Akhtar, Mohd Junaid & Subhan, Mohammad, 2022. "Delineating the Influence of Social Media Use on Sustainable Rural Tourism: An Application of TPB with Place Emotion," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 10(4), pages 292-312.
    5. Meng, Bo & Choi, Kyuhwan, 2016. "The role of authenticity in forming slow tourists' intentions: Developing an extended model of goal-directed behavior," Tourism Management, Elsevier, vol. 57(C), pages 397-410.
    6. Kingsley Hung Khai Yeo & Weng Marc Lim & Kwang-Jing Yii, 2024. "Financial planning behaviour: a systematic literature review and new theory development," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 979-1001, September.
    7. Chia-Wei Liu & Jen-Son Cheng, 2022. "Low-Carbon Literacy of Exhibitors in the Exhibition Industry in China," Sustainability, MDPI, vol. 14(4), pages 1-13, February.
    8. Wei, Jia & Chen, Hong & Long, Ruyin, 2016. "Is ecological personality always consistent with low-carbon behavioral intention of urban residents?," Energy Policy, Elsevier, vol. 98(C), pages 343-352.
    9. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.

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