The Application of Extended TPB Model in Ecotourism -The Case of Yangmingshan National Park
|關鍵字:||計畫行為理論;遊客滿意度;過去旅遊經驗;生態旅遊;Theory of planned behavior (TPB);tourism satisfaction;past travel experience;ecotourism|
Recent years, as Taiwan’s environmental consciousness rises, the country has started to look down upon ecology preservation. Therefore, the government has started to promote ecotourism and institutional related laws and rules to advocate environment protection, hoping that the precious natural ecology remains well-preserved. Theory of planned behavior (TPB) was adopted to be the main research framework of this study, and the tourist satisfaction was adopted in the extended TPB model in order to investigate the effects of three components of TPB model to revisit intention through tourist satisfaction. Past travel experience was also adopted as a moderator to examine its effect on the relationship between tourist satisfaction and revisit intention. The results of this empirical study revealed that TPB is a robust theory framework to explain the tourists’ behavior in ecotourism, and past travel experience also has negative moderating effects on the relationship between tourist satisfaction and revisit intention, it can weaken the relationship between tourist satisfaction and revisit intention. Based on the results of this empirical study, many suggestions cane be provided to government in instituting the policies of ecotourism promotion and raising the tourists’ revisit intentions and the output value of the tourism industry.
|Appears in Collections:||Thesis|