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A Structural Equation Modeling for Chinese Tourists to Detect their Responsible Environmental Behaviors: A Case Study of Yehliu Geopark
Tourists responsible environmental behavior
In recent years, the number of tourists in Taiwan has risen dramatically, driving the vigorous development of tourism-related industries. However, it is also more common in the media such as TV, newspapers to hear or see reports of tourists destroying landscapes, ecology, and environment in tourist attractions. Tourist attractions are the objects of tourism development. When they are destroyed, the sightseeing activities and the economic and related benefits will be derived to disappear. Therefore, the sustainable development of tourist attractions is crucial to be focused. As the impact of tourists’ behaviors on the environment is very huge, this study aims to find out the relevant variables that affects by the responsible environmental behaviors of tourists in order to seek ways to improve tourists' behavior beyond destroying the environment. Regarding to the significance of environmental protection, this study has been detected to understand the possible effects of promoting tourist sightseeing environmental education for scenic spot management. This study adopted the method of sampling, using the questionnaire survey method and the actual observation method to form the paths. A total of 412 valid samples were collected, and the path analysis of the potential variables of the structural equation model was used to test the support of each hypothesis. The results showed that visitors’ violation rates were respesented as high as 25%, while group visitors’ violation rates were significantly lower than individual passengers’ violation rates. In addition, the research results were also found beliefs, subjective norms, and personal norms were important variables affecting Chinese tourists' behavior intentions. However, behavioral intentions were not related to behaviors, indicating that tourists' behavior intentions were not consistent with actual behaviors. The verification of structural equation hypothesis model in this study cannot be totally established due to the lacks of path from behavioral intentions toward actual behaviors.
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