DOI: 10.5176/2251-1970_BizStrategy15.22
Authors: Dun-Ji Chen and Yuh-Horng Wen
Abstract: Slow travel has been one response of the tourism industry to climate change concerns. Slow travel provides such a concept, drawing on ideas from the 'slow food' movement with a concern for locality, ecology and quality of life. In recent years, slow travel has emerged as a topic of discussion in a number of academic, tourism sector and media contexts. In academia, slow travel, and associated terms such as slow tourism, slow mobility and soft mobility, has increasingly been associated with low-carbon travel. This study empirically examines the impacts of low-carbon mode on slow travel behavior intensions, and analyzes the relationships among slow travel constructs, low-carbon mode, and behavior intensions. Based on grounded theory analysis, key factors and secondary factors of slow travel constructs are identified. This study integrated Dickinson’s three constructs of slow travel with theory of planned behavior, and proposed the relationship framework for slow travel behavior intensions. The relationships proposed in the framework are tested using structural equation modeling. Analytical results demonstrated that slow travel attitude, subjective norm, perceived behavior control and low-carbon mode cognition all have positive influences on behavior intension, as well as slow travel attitude and subjective norm both can have a direct influence on behavior intension, and an indirect influence through low-carbon mode cognition. In other words, the Mediation Effect of low-carbon mode cognition between slow travel attitude, subjective norm and behavior intensions was also been examined
Keywords: slow travel, slow travel constructs, low-carbon mode and behavior intensions
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