How the introduction of concepts of energy saving and carbon reduction (ESCR) can affect festival visitors’ behavioural intentions: an investigation using a structural model

AbstractThis study investigates the relationships across a behaviour model of festival visitors based on a major festival encouraging energy saving and carbon reduction (ESCR). Using the 2010 Taipei International Flora Exposition (Taiwan) as a case study, 275 visitors completed a questionnaire, the answers to which were assessed using a structural equation model to test the behaviour model and its six hypotheses. The results showed that behaviour intentions are the best predictors of "value orientation", "motivation for visiting", "visitor experience" and "attitude towards behaviour". Specifically, a highly positive correlation between visitors' motivations and their experiences was found, suggesting that the presentation of festival activities influences visitors' perceptions. The ESCR curriculum design and pedagogy, especially the inclusion of reflective learning, was found to be very important for the successful planning of future events, as was green transportation using advanced, energy-saving vehicles and effective waste processing and disposal at the site. Prior studies have explored links between festival tourism and behavioural change, but have often focused on Western contexts; this study provides an Asian cultural setting. Suggestions are made for future research.能量节省的概念引进和碳减少(ESCR)如何能影响参观者行为意向:一个使用结构模型的调查该研究根据一个主要的节日性鼓励能量节省和碳排放减少(ESCR)调查了节日参观者通过一个行为模型的关系。文章使用2010台北国际花卉展览(台湾)作为研究案例,275位参观者完成了问卷,他们的回答通过使用一个结构性公式模型来评估以测试行为模型和它的六大假设。结论显示行为意向是对"价值取向","参观动机","参观者经验"和"对待行为的态度"的最好的预测指标。特别是,在参观者动机和他们的经验之间的一个高度正面的相关性研究被发现,这建议展会活动的表现影响了参观者的看法。ESCR课程设计和教育学,特别是反思性学习的包含,被发现是对将来会展成功规划非常重要的。因为这其中的绿色交通使用发达的,能量节省的交通工具,并且使用场地的有效地废物处理和排放。之前的研究探索了节日旅游和行为改变之间的联系,但是经常集中在西方内容上:该研究提供了一个亚洲文化设置。对今后的研究建议在文章中提供。Keywords: festival tourismenergy saving and carbon reduction in festivalsvisitor ESCR behaviourreflective learning关键词: 节日旅游能量节省和节日中的碳减少参观者 ESCR 行为反思性学习 AcknowledgementsThe authors would like to thank the reviewers for their insightful comments and suggestions. This paper is part of the results of the study.Additional informationFundingThis research was financially supported by the National Science Council, Taiwan ROC [grant number NSC100-3113-S-237-002].Notes on contributorsJeou-Shyan HorngJeou-Shyan Horng is distinguished professor and dean of Hungkuang University, Taiwan, and the past president of APacCHRIE, the Asia Pacific Council on Hotel, Restaurant, and Institutional Education. She has a PhD from Iowa State University. Her research interests focus mainly on hospitality and tourism management, creativity, energy saving and carbon reduction education.Meng-Lei Monica HuMeng-Lei Monica Hu is professor of food and beverage management at the JinWen University of Science and Technology in Taiwan. She has a PhD from National Taiwan Normal University. Her research interests include green restaurants, creativity and hospitality management and education.Chih-Ching TengChih-Ching Teng is associate professor of restaurant, hotel, and institutional management at Fu-Jen Catholic University in Taiwan. She has a PhD from National Taiwan Normal University. Her research interests include green marketing, consumer behaviours and HRM in the hospitality and tourism industry.Han-Liang HsiaoHan-Liang Hsiao is a lecturer at De Lin Institute of Technology and doctoral student of Department of Human Development and Family, National Taiwan Normal University. His research interests include education, human resource management and consumer behaviours in the tourism and hospitality industry.Chang-Yen TsaiChang-Yen Tsai is associate professor of hospitality management at Ming Dao University in Taiwan. He has a PhD from Iowa State University. His research interests include hospitality management and education and human resource management in the tourism and hospitality industry.Chih-Hsing LiuChih-Hsing Liu is assistant professor of leisure and recreation administration at Ming Chuan University. He has a PhD on strategy management from National Taiwan University. His research interests focus on understanding the effects of the social context on creativity and examining the impact of initiatives at the firm and individual levels.