Consumer Attitudes and Participate Intentions in Relation to Ecotourism in Taiwan

Abstract

This study aims to analyses what motives determine the consumer's attitude to ecotourism in Taiwan, which in turn influence the subsequent participate intentions, due to an increasing highlight on ecological protection. Findings from this exploratory study identified three key internal motives, namely, 'self-esteem', 'relaxation' and 'social interaction''. Further analysis identified that 'self-esteem' and 'social interaction' motives were significantly positive related to eco-tourist's intention, and 'relaxation' was significantly negative related to eco-tourist's intention participation. Based on the empirical results and findings, implications and insights are offered to the institutions and operators concerned so as to facilitate this ecological protection on-going expansion in Taiwan's tourism industry. For those consumers with higher tourism relaxation motive traits, ecotourism operators need to reduce their suspicions in the dullness of the natural practice of ecologic tourisms and intensify the conveniences of ecotourism; for those with higher tourism self-esteem and social interaction motives traits, ecotourism operators need to promote salient features of ”self-esteem” and ”social interaction”.