DOI: 10.5176/2251-3426_THoR1245
Authors: Jeou-Shyan Horng, Meng-Lei Monica Hu, Chih-Ching Chris Teng, Lynn Lin and Chang-Yen Tsai
Abstract: Global warming adversely impacts the development of the tourism industry, and related activities continue to produce greenhouse gases; this not only changes the relationship between tourism and global warming, but also prompts a growing awareness in the tourism industryThe purpose of this research is to explore tourists’ Energy Saving Carbon Reduction (ESCR) behavior and its influent factors: including, the predicting ability of environmental education and interpretation to ESCR intention and behavior tourism. The research framework is based on the protection motivation theory (PMT) to investigate ESCR behavior in tourism, restaurant and hotel industry. It is used survey method to 512 foreign tourists in Taiwan to discuss the environmental protection behavior. Through the Structural equation modeling (SEM) analysis found there are obvious difference between tourists’ ESCR behavior intention and actual behavior. It shows that there are still spaces to promote and implement environmental protection behavior. The result finds that tourists don’t feel increasing tourism activities and construction will result in environmental damage seriously. Hence, the design of future environmental education should focus on the tourists’ conscious in environmental damaging seriousness. Finally, through the structural equation modeling analysis, it finds that the threat appraisal and coping appraisal are the main mediators between environmental education and behavior intention and further affects the behavior. The research shows tourism environmental education should cover the induction of environmental threat vulnerability and severity. Tourists ought to know tourism activities will result in environmental impacts. Also, tourists should understand the efficacy of ESCR behavior and increase self-confidence to promote tourists behavior intention and behavior change.
Keywords: Energy saving and carbon reduction, protection motivation theory, Sustainable tourism , Tourist behavior
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