消費者永續旅遊消費行為初探

Abstract

本研究調查了旅遊業中的可持續消費行為，重點在於理解影響參與環保旅遊服務行為意圖的因素。研究以自我決定理論為基礎，分析內在和內化的外在動機如何影響遊客對可持續性的態度和行為。由於旅遊活動引發的環境問題，如碳排放和環境破壞，推動可持續旅遊實踐的緊迫性愈加明顯。本研究旨在通過檢視驅動遊客可持續消費行為的內在動機和社會影響，提出一種新的觀點來解釋推動可持續行為意圖的過程。方法論涉及對過去六個月內使用過旅遊服務的330名參與者進行定量調查。研究結果顯示，環境自我認同、對環境價值的敏感性、環境知識和規範性信念是誘發內在動機並影響形成積極可持續態度的因素。此外，分析還揭示了追求高環保態度的遊客更有可能採取可持續消費實踐。因此，本研究強調，追求環保態度的願望（歸屬感）、社會責任提供的規範（相關性）以及旨在環境可持續性的個人自主性和生活方向（自主性）通過自我決定推動了改善未來的消費行為。該研究的理論貢獻在於應用了自我決定理論（SDT），指出內在動機在可持續旅遊消費過程的初始階段中起著關鍵作用。研究進一步發現，相較於年輕消費者，60歲以上的個體展現出更強的環保態度，並表現出更高的意願參與可持續旅遊消費。這些研究結果表明，旅遊業應該著重提升環境意識，並在遊客之間培養集體責任感，以促進可持續產品和服務的發展。This study investigates sustainable consumption behavior in the tourism industry, focusing on understanding the factors that influence behavior intention to engage in eco-friendly tourism services. The research is anchored in Self-Determination Theory to analyze how intrinsic and internalized extrinsic motivations shape tourists' attitudes and behaviors toward sustainability. The increasing environmental concerns due to tourism activities, such as carbon emissions and environmental destruction, underscore the urgency of promoting sustainable tourism practices. This study aims to present a new perspective on the processes that drive sustainable behavioral intentions. The methodology involves a quantitative survey distributed to 330 participants who have used tourism services in the past six months. The findings highlight that environmental self-identity, sensitivity towards environmental values, environmental knowledge, and normative beliefs induce intrinsic motivation and affect a positive attitude toward sustainability. Furthermore, the analysis reveals that tourists who pursue a high eco-friendly attitude are more likely to adopt sustainable consumption practices. Hence, this study emphasizes that the desire for pro-environmental attitudes (competence), the norms provided by social responsibility (relatedness), and the personal agency and direction in life aimed at environmental sustainability (autonomy) drive consumption behaviors for an improved tomorrow through self-determination.The theoretical contributions of the study involve the application of SDT, indicating that intrinsic motivations play crucial factors during the beginning step of the sustainable tourism consumption process. The research further revealed that individuals over 60 demonstrate stronger environmentally friendly attitudes and show higher intentions to engage in sustainable tourism consumption compared to younger consumers. These findings suggest that the tourism industry should focus on enhancing environmental awareness and fostering a collective responsibility among tourists to promote sustainable products and services.