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THE BEHAVIORAL FACTORS ON INFLUENCING RESPONSIBLE ENVIRONMENTAL BEHAVIOR OF ISLAND TOURISTS - A CASE STUDY OF JIBEI ISLAND IN TAIWAN PENGHU

Yao-Shun Hsueh
Dept. of Physical Education, Health & Recreation,
National Chiayi University, Chiayi 621, Taiwan
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Abstract

The purpose of this study is to analyze the behavioral factors on influencing environmentally responsible behavior (ERB) of island tourists. The study builds models based on destination attractiveness, place attachment, satisfaction and environmental knowledge according to the relevant empirical studies, and analyzes that the above variables have the influence on ERB of island tourists. The subjects in this study are tourists of Jibei Island in Taiwan Penghu. Questionnaire survey was sent by convenient sampling in visitors center near pier. There were 306 valid replied returned. The valid questionnaires were analyzed by descriptive statistics and partial least squares (PLS). There are some findings as below. Destination attractiveness influence ERB of island tourists directly via satisfaction, place attachment, and environmental knowledge. Based on above findings, it is suggested that government and island’s tour operators can raise the ERB of island tourists by enhancing the education and protection awareness of environment. And it is also suggested that researcher can explore deeply and understand other factors which can influence ERB of tourists in the future.

Keywords: Environmentally Responsible Behavior (ERB), Destination
Attractiveness, Place Attachment, Satisfaction, Environmental Knowledge.

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