A STUDY ON ECOTOURISM BEHAVIOR THE CASE OF STUDENTS. Dr. F. Huarng 馬妮莎 (Manisha)- MA5N0224 卓佳穎 (Annie)- MA570206

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1 A STUDY ON ECOTOURISM BEHAVIOR THE CASE OF STUDENTS Dr. F. Huarng 馬妮莎 (Manisha)- MA5N0224 卓佳穎 (Annie)- MA570206

2 Content 1. INTRODUCTION 2. LITERATURE REVIEW 3. METHODOLOGY

3 1. INTRODUCTION 1.1 BACKGROUND 1.2 MOTIVATION AND RESEARCH PURPOSE 1.3 RESEARCH QUESTIONS

4 1.1 BACKGROUND Tourism directed towards exotic natural environments, intended to support conservation efforts and observe wildlife. With this comes Environmental responsibility. Many literature work focusing on tourism pro-environmental has taken different directions during the course, which can be grouped into five main streams. focuses on the nature and types of green tourism Investigated drivers of tourist environmental concern eco-friendly intentions and predispositions Intentions to engage in green activism role of socio-demographic factors in shaping pro-environmental attitudes/behavior among tourists.

5 1.2 MOTIVATION AND RESEARCH PURPOSE The Ecotourism industry has seen massive growth since the early 1990s. Green tourism has the potential to create new jobs. Tourism development can be designed to support the local economy and reduce poverty. Investing in the greening of tourism can reduce the cost of energy, water and waste and enhance the value of biodiversity, ecosystems and cultural heritage. The investment requirement in conservation and restoration is small Tourism has become a hot topic, raising awareness among people.

6 1.3 RESEARCH QUESTIONS We will be using the following research questions: 1) The Relationship between Environmental attitude and Ecotourism behavior intentions 2) Environmental attitude and Ecotourism behavior intentions will be affected by the Perceived price 3) Environmental attitude affect Ecotourism behavior intentions in different cultural groups

7 2. LITERATURE REVIEW 2.1 ECOTOURISM BEHAVIORAL INTENTIONS 2.2 ENVIRONMENTAL ATTITUDE 2.3 PERCEIVED PRICE

8 2.1 ECOTOURISM BEHAVIORAL INTENTIONS Ecotourism behavioral intentions means willing to carry out responsible pro-environment travel behavior, attach importance to ecological conservation, and to sustainable development as the goal. In the process of eco-tourism, visitors understand that their behavior affects the environment, and then follow the ecoenvironmental norms, resulting in environmental responsibility behavior (Puhakka, 2011). The values of tourists directly affect the behavior of environmental responsibility, and the satisfaction of eco-tourism and participation in activities can promote the behavior of environmental responsibility. (Chiu, Y. T. H., Lee, W. I., & Chen, T. H.,2014) Environmental behavior of young travelers, expecting theoretical variables to strongly influence pro-environment personal norms, which in turn affect pro-environmental intentions. (Kiattipoom & Heesup, 2017)

9 2.2 ENVIRONMENTAL ATTITUDE In thought and emotion, attention and care about environmental issues, follow the principle of nature, to maintain balance between people and nature, hoping to sustainable development. New Ecological Paradigm (NEP) advocates human beings should redefine its role in the biosphere, not human-dominated, establish natural harmony of human relationships, often used to measure environmental attitudes. (Catton & Dunlap, 1980) Environmental attitudes directly affect environmental behavior because behavior-based environmental attitudes represent an attitude measure that measures people's protection against the goal. (Kaiser, Florian G, Oerke, Britta and Bogner, Franz X,2007)

10 2.3 PERCEIVED PRICE Perceived pricemeans that the price of expensive or cheap to produce different feelings, according to each person's attitude, and make different behavior. Pricing was one of the eight most important categories, and in the survey of customer service conversion behavior, it was found that the modest effect of perceived price would affect the behavior of consumers. (Keaveney, 1995) Price perception refers to the price of goods in the minds of consumers appear cheap and expensive, the price is the consumer to obtain products and services to do the monetary sacrifice. (Erickson and Johansson, 1985)

11 3. METHODOLOGY 3.1 DATA 3.2 CONSTRUCT MEASUREMENT OF THE VARIABLES 3.3 STATISTICAL METHODS 3.4 THEORETICAL FRAMEWORK AND HYPOTHESES

12 3.1 DATA The data is collected by students. They are easy to access new information, select a similar learning stage background for Taiwanese students and foreign students, but with different cultural backgrounds. We use the online survey method, will not be affected by the geographical.

13 3.2 CONSTRUCT MEASUREMENT OF THE VARIABLES Environmental attitudes H 1 H 2 Ecotourism behavioral intentions Perceived price

14 Environmental attitudes NEP Scale (Dunlap, Van Liere, Mertig and Jones, 2000) consists of 15 questions, which can be divided into five facets: 1. The reality of limits to growth(1,6,11) 限制成長 2. Antianthropocentrism(2,7,12) 反人類中心主義 3. The fragility of nature s balance(3,8,13) 自然界平衡 4. Rejection of exemptionalism(4,9,14) 免除自然限制 5. The possibility of an ecocrisis(5,10,15) 可能的生態危機 Use the 5-point Likert scale Questions 2,4,5,8,10,12 are reverse questions, scoring the opposite

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17 Perceived price Willing To Pay Premium Scale (Lam, & Hsu, 2006) measure the perceived price, there are three items:

18 Ecotourism behavior intentions Behavior Intentions Scale (Bang, Ellinger, Hadjimarcou, & Traichal, 2000) measure the ecotourism behavior intention, which has three items:

19 3.3 STATISTICAL METHODS Use AMOS to measure SEM model

20 3.4 THEORETICAL FRAMEWORK AND HYPOTHESES Environmental attitudes H 1 H 2 Ecotourism behavioral intentions Perceived price H1: There is relationship between Environmental attitudes and Ecotourism behavior intentions. H2: The relationship between Environmental attitudes and Ecotourism behavior intentions will be affect by Perceived price.

21 Thanks for your listening

22 Reference Bang, H., Ellinger, A., Hadjimarcou, J., & Traichal, P. (2000). Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory. Psychology And Marketing, 17(6), Catton, W., & Dunlap, R. (1980). A New Ecological Paradigm for Post-Exuberant Sociology. American Behavioral Scientist, 24(1), Chiu, Y., Lee, W., & Chen, T. (2014). Environmentally responsible behavior in ecotourism: Antecedents and implications. Tourism Management, 40, Diamantis, D. (1999). The Concept of Ecotourism: Evolution and Trends. Current Issues In Tourism, 2(2-3), Dunlap, R., Van Liere, K., Mertig, A., & Jones, R. (2000). New Trends in Measuring Environmental Attitudes: Measuring Endorsement of the New Ecological Paradigm: A Revised NEP Scale. Journal Of Social Issues, 56(3), Erickson, G. M., & Johansson, J. K. (1985). The role of price in multi-attribute product evaluations. Journal of Consumer Research, 12(September),

23 Reference Kiatkawsin, K., & Han, H. (2017). Young travelers' intention to behave proenvironmentally: Merging the value-belief-norm theory and the expectancy theory. Tourism Management, 59, Lam, T., & Hsu, C. (2006). Predicting behavioral intention of choosing a travel destination. Tourism Management, 27(4), Puhakka, R. (2011). Environmental Concern and Responsibility among Nature Tourists in Oulanka PAN Park, Finland. Scandinavian Journal Of Hospitality And Tourism, 11(1), Kaiser, F., Wölfing, S., & Fuhrer, U. (1999). ENVIRONMENTAL ATTITUDE AND ECOLOGICAL BEHAVIOUR. Journal Of Environmental Psychology, 19(1), Keaveney, S. M. (1995), Customer Behavior in Services Industries: An Exploratory Study, Journal of Marketing, 59 April, (2017). Scjohnson.com. Retrieved 25 May 2017, from r_green_gauge.sflb.ashx PPT model :