A Study of the Effect of Green Transportation Involvement to Slow Tourism Behavior Intention
| Autor: | Hsiung, Ching-Hong, 熊青泓 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 Slow tourism is one of the rising travel patterns due to the expansion of the tourism market. Slow tourism emphasize on slowing down your own pace during the travel in order to experience and observe the things deeply besides. Besides, it also takes the environmental protection into consideration. As lots of research all indicate that slow tourism emphasized on using the mode that will do less harm to the environment, we can take green transportation as an important influential factor to slow tourism. Hence, the purpose of the research is to explore the behavioral factors underlying tourist intentions to participate in slow tourism. The analytical framework relied on the Theory of Planned Behavior relating tourist intentions to attitudes toward slow tourism, subjective norms and perceived behavioral control. Besides, analyzed the mediation effect of the green transportation involvement. Also, use market segmentation analysis to find out the characteristic of the slow tourism market. The empirical research has been realized in Taipei, 550 questionnaires were distributed and 518 of them were valid, with 94.2% effective return rate. Analyzed the data using descriptive statistic analysis, t-test, one-way ANOVA Cluster analysis Confirmatory Factor Analysis and structural equation modeling. The result of the research showed that attitudes, subjective norm and perceived behavioral control all significant contribute to the participation of behavioral intention, in which perceived behavioral control will be the most influential. The involvement of green transportation has significant partial mediation effect on subjective norm and perceived behavioral control. The Cluster analysis showed that there are significant differences between the three clusters such as the age, educational degree and personal income etc. Finally, based on the result several concrete advices for the travel agencies and future related study were suggested. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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