ABSTRACT
To understand the behavioral intention of the public for the participation
in ecotourism, this study has employed the theory of planned behavior(TPB) to
establish a model of behavioral intention of college students for participation in
ecotourism. Furthermore, the Goodness-of-fit of this proposed model was
further tested and analyzed by Linear structural relationships (LISREL).
By using the self-edited questionnaire, Tunghai University students were
determined to be the study group and randomly sampled in accordance with the
ratio of each college. A total of 600 questionnaires were surveyed and the
results were concluded as follow:
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About 66% of students been questioned were willing to participate in
ecotourism within the coming year, but only 22% were possible to
participate.
The proposed model is well fit the college students’ behavioral intention
for participation in ecotourism. (GFI=0.92; AGFI=0.90; RMSEA=0.040;
RMR=0.050; IFI=0.95; CFI=0.95).
The behavioral intention of college students for participation in
ecotourism was positively influenced by the attitude, subjective norm
and perceived behavioral control and the biggest influence was attitude,
followed sequentially by perceived behavioral control and subjective
norm. The variation of interpretation can be 59%.
Positive relationships were found between attitude, subjective norm and
perceived behavioral control, in the relationships analysis, which is
consistent with the viewpoints of Ajzen (1991).
There were significant difference in external variates, including “if
favorable to ecotourism related courses” and “if heard of ecotourism”,
on the attitude toward ecotourism and the behavioral intention of
students.
Based on these results, this study has proposed practical suggestions
which are specific for application at the intervention and marketing of
promotion of ecotourism.
Key words: Ecotourism, Theory of Planned Behavior, Attitude toward
Behavior, Subjective Norm, Perceive Behavioral control,
Behavioral Intention