IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i10p6116-d818059.html
   My bibliography  Save this article

Investigating the Acceptance of Marine Ecotourism after the COVID-19 Pandemic in Taiwan

Author

Listed:
  • Chun-Nan Chang

    (Ph.D. Program in Business Intelligence School, National Kaohsiung University of Science and Technology, Kaohsiung City 824004, Taiwan)

  • Ting-Hsiu Liao

    (Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung City 812301, Taiwan)

  • Hao-Chen Huang

    (Department of Public Finance and Taxation, National Kaohsiung University of Science and Technology, Kaohsiung City 807618, Taiwan)

Abstract

Due to its rich marine biological resources, Taiwan is a place worthy of developing marine ecotourism. This study explores the marine ecotourism intentions and marine ecotourism behaviors of tourists during the COVID-19 pandemic by using the unified theory of acceptance and use of technology (UTAUT) method. Under the UTAUT framework, this study considered the factor of environmental attitudes and issued questionnaires in four research areas, namely, Yilan Wushi Fishing Harbor, Port of Hualien, Hualien Stone Stairs Platform, and Taitung Chengfong Fishing Port. In total, 431 effective research samples were collected. First, this study verified the validity and reliability of the dimensions through confirmatory factor analysis. According to the results of structural equation modeling (SEM) analysis, performance expectancy, effort expectancy, social influence, and environmental attitude all have an influence on tourists’ marine ecotourism intentions, while facilitating conditions had no influences on tourists’ marine ecotourism intentions. Tourists’ marine ecotourism intentions further influenced their marine ecotourism behaviors. In addition, this study evaluated the mediating effect of marine ecotourism intentions by nested-model analysis. Finally, this study provided substantive policy recommendations as a reference for tourism management units and local governments.

Suggested Citation

  • Chun-Nan Chang & Ting-Hsiu Liao & Hao-Chen Huang, 2022. "Investigating the Acceptance of Marine Ecotourism after the COVID-19 Pandemic in Taiwan," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:6116-:d:818059
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/10/6116/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/10/6116/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    2. Jang, SooCheong (Shawn) & Namkung, Young, 2009. "Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants," Journal of Business Research, Elsevier, vol. 62(4), pages 451-460, April.
    3. Meng-Tsung Lee & Jen-Ming Liu & Elaine Q. Borazon, 2020. "Evaluating the Effect of Perceived Value of Ecosystem Services on Tourists’ Behavioral Intentions for Aogu Coastal Wetland," Sustainability, MDPI, vol. 12(15), pages 1-18, August.
    4. Wei-Ta Fang & Ching-Yu Lien & Yueh-Wen Huang & Guosheng Han & Guey-Shin Shyu & Jui-Yu Chou & Eric Ng, 2018. "Environmental Literacy on Ecotourism: A Study on Student Knowledge, Attitude, and Behavioral Intentions in China and Taiwan," Sustainability, MDPI, vol. 10(6), pages 1-22, June.
    5. Stepniak, Marcin & Rosik, Piotr, 2013. "Accessibility improvement, territorial cohesion and spillovers: a multidimensional evaluation of two motorway sections in Poland," Journal of Transport Geography, Elsevier, vol. 31(C), pages 154-163.
    6. Gu, Yizhen & Deakin, Elizabeth & Long, Ying, 2017. "The effects of driving restrictions on travel behavior evidence from Beijing," Journal of Urban Economics, Elsevier, vol. 102(C), pages 106-122.
    7. Michael J. Tippins & Ravipreet S. Sohi, 2003. "IT competency and firm performance: is organizational learning a missing link?," Strategic Management Journal, Wiley Blackwell, vol. 24(8), pages 745-761, August.
    8. Kroesen, Maarten & Handy, Susan & Chorus, Caspar, 2017. "Do attitudes cause behavior or vice versa? An alternative conceptualization of the attitude-behavior relationship in travel behavior modeling," Transportation Research Part A: Policy and Practice, Elsevier, vol. 101(C), pages 190-202.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ming-Pey Lu & Zunarni Kosim, 2024. "An empirical study to explore the influence of the COVID-19 crisis on consumers' behaviour towards cashless payment in Malaysia," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(1), pages 33-44, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Heimeriks, K. & Duysters, G.M. & Vanhaverbeke, W.P.M., 2004. "The evolution of alliance capabilities," Working Papers 04.20, Eindhoven Center for Innovation Studies.
    2. Seyoum, Belay & Lian, Yunshan, 2018. "Market performance implications of modularization: Evidence from global auto firms operating in China," International Business Review, Elsevier, vol. 27(4), pages 852-866.
    3. Yang, Feifei & Shinkle, George A. & Goudsmit, Mirjam, 2022. "The efficacy of organizational control interactions: External environmental uncertainty as a critical contingency," Journal of Business Research, Elsevier, vol. 139(C), pages 855-868.
    4. Maurice J. Lyver & Ta-Jung Lu, 2018. "Sustaining Innovation Performance in SMEs: Exploring the Roles of Strategic Entrepreneurship and IT Capabilities," Sustainability, MDPI, vol. 10(2), pages 1-27, February.
    5. AlNuaimi, Bader Khamis & Khan, Mehmood & Ajmal, Mian M., 2021. "The role of big data analytics capabilities in greening e-procurement: A higher order PLS-SEM analysis," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    6. Gao, Lingling & Bai, Xuesong, 2014. "Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 653-665.
    7. Voola, Ranjit & Casimir, Gian & Carlson, Jamie & Anushree Agnihotri, M., 2012. "The effects of market orientation, technological opportunism, and e-business adoption on performance: A moderated mediation analysis," Australasian marketing journal, Elsevier, vol. 20(2), pages 136-146.
    8. Jean, Ruey Jer Bryan & Kim, Daekwan & Choi, Kyuyeong, 2021. "Pattern of information technology use and relationship learning in international customer-supplier relationships," International Business Review, Elsevier, vol. 30(4).
    9. Abou-Foul, Mohamad & Ruiz-Alba, Jose L. & López-Tenorio, Pablo J., 2023. "The impact of artificial intelligence capabilities on servitization: The moderating role of absorptive capacity-A dynamic capabilities perspective," Journal of Business Research, Elsevier, vol. 157(C).
    10. Cao, Guangming & Duan, Yanqing & Cadden, Trevor, 2019. "The link between information processing capability and competitive advantage mediated through decision-making effectiveness," International Journal of Information Management, Elsevier, vol. 44(C), pages 121-131.
    11. Ying-Wei Wu & Ting-Hsiu Liao & Shang-Pao Yeh & Hao-Chen Huang, 2022. "Switching Intention and Behaviors to Wetland Ecotourism after the COVID-19 Pandemic: The Perspective of Push-Pull-Mooring Model," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    12. Pablo Ruiz & Carmen Ruiz & Ricardo Martínez, 2011. "Improving the “Leader–Follower” Relationship: Top Manager or Supervisor? The Ethical Leadership Trickle-Down Effect on Follower Job Response," Journal of Business Ethics, Springer, vol. 99(4), pages 587-608, April.
    13. Ruiz-Palomino, Pablo & Bañón-Gomis, Alexis, 2017. "The negative impact of chameleon-inducing personalities on employees' ethical work intentions: The mediating role of Machiavellianism," European Management Journal, Elsevier, vol. 35(1), pages 102-115.
    14. Koen H. Heimeriks & Christopher B. Bingham & Tomi Laamanen, 2015. "Unveiling the temporally contingent role of codification in alliance success," Strategic Management Journal, Wiley Blackwell, vol. 36(3), pages 462-473, March.
    15. Okharedia Goodheart Akhimien & Simon Ayo Adekunle, 2023. "Technological environment and sustainable performance of oil and gas firms: a structural equation modelling approach," Future Business Journal, Springer, vol. 9(1), pages 1-11, December.
    16. Sirén, Charlotta & Kohtamäki, Marko, 2016. "Stretching strategic learning to the limit: The interaction between strategic planning and learning," Journal of Business Research, Elsevier, vol. 69(2), pages 653-663.
    17. Jianyu Zhao & Yining Huang & Xi Xi & Shanshan Wang, 2021. "How knowledge heterogeneity influences business model design: mediating effects of strategic learning and bricolage," International Entrepreneurship and Management Journal, Springer, vol. 17(2), pages 889-919, June.
    18. Pingsheng Tong & U. N. Umesh & Jean L. Johnson & Ruby P. Lee, 2016. "Collaborative Relationships — The Role of Information Technology," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 13(03), pages 1-30, June.
    19. Verdu-Jover, Antonio J. & Alos-Simo, Lirios & Gomez-Gras, Jose-Maria, 2018. "Adaptive culture and product/service innovation outcomes," European Management Journal, Elsevier, vol. 36(3), pages 330-340.
    20. Maiga, Adam S. & Nilsson, Anders & Jacobs, Fred A., 2013. "Extent of managerial IT use, learning routines, and firm performance: A structural equation modeling of their relationship," International Journal of Accounting Information Systems, Elsevier, vol. 14(4), pages 297-320.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:6116-:d:818059. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.