Developing a dual-perspective low-carbon tourism evaluation index system for travel agencies

ABSTRACT

This paper presents a two-stage development model for low-carbon tourism (LCT). In study I, a qualitative questionnaire was developed using the Delphi and analytic hierarchy process methods, and this was then distributed to 19 experts, whose opinions were used to develop a complete index system for low-carbon tours. In study II, 393 tourists questionnaires administered in the Sun Moon Lake National Scenic Area were utilized to determine whether the index system would affect visitor purchase intentions. The findings showed that the LCT index system positively influenced tourists' purchase intentions, and their actual purchase behaviors toward low-carbon products. However, this study empirically found that there are significant differences with regard to what these two groups (experts and tourists) view as important in a low-carbon tour system. The contributions of this study include: (1) confirming the importance of the multiple perspectives obtained from the travel industry and tourists to establish the LCT system; (2) using the case study to investigate tourists' opinions to better understand whether the LCT index that was developed based on the industry perspective in stage one was appropriate; and (3) offering practical suggestions to help businesses better understand specific trends and plans for LCT.

为旅行社发展一个双重视角的低碳旅游评价指标体系

本文为低碳旅游提出两阶段发展模型。阶段I，向专家发放问卷以建立完整的低碳旅游指标体系。阶段II，对日月潭景区游客进行问卷调查以判断该体系会否影响购买意向。结果显示，该体系对游客的购买意向及实际行为有明确影响，而专家和游客在该体系里的侧重点有显著差异。本文证实来自旅游业及游客的多维视角对建立低碳旅游体系的重要性；用案例研究调查游客意见以了解指标的恰当性；提出建议帮助商家了解特定趋势及订立低碳旅游计划。

KEYWORDS:

• Travel agents
• low-carbon tourism
• evaluation index system
• purchase intention

关键字:

• 旅行社
• 低碳旅游
• 评价指标体系
• 购买意向

Acknowledgments

The authors would like to acknowledge the assistance of data collection by Dr Rong-Da Liang, Ms Pei-Shan Hsieh, and Mr Ming-Shiun Tsai. A part research of this study was supported by Ministry of Science and Technology, Taiwan (R.O.C.) (NSC 100-2410-H-328-008).

Disclosure statement

No potential conflict of interest was reported by the author.

Notes

1. Regression analysis was conducted using the mean values of purchase intention (independent variable) and actual gifts purchased (dependent variable). The results show that R² is 32.6%, and the β coefficient is .326 (t = 6.777, p < .001).

Additional information

Funding

This study was supported by Ministry of Science and Technology, Taiwan (R.O.C) [grant number NSC 100-2410-H-328-008].

Notes on contributors

Teng-Yuan Hsiao

Dr Teng-Yuan Hsiao is presently an associate professor at the Department of Leisure and Recreation Management, chair of Center for Teaching and Learning Development, and deputy dean of Academic Affairs, National Kaohsiung University of Hospitality and Tourism in Kaohsiung City, Taiwan. Dr Hsiao is also the board member of the Chinese Taipei Youth Hostel Association and Chinese Tourism Management Association. He was previously the secretary general of the Chinese Tourism Management Association. His research focuses on recreational environment resources planning and management, recreational farm, bed and breakfast development, low-carbon tourism.