Exploring Antecedents of Green Tourism Behaviors: A Case Study in Suburban Areas of Taipei, Taiwan

Understanding user behaviors is the foundation to support the design and development of a sustainably built environment. This exploratory study used a mixed method to explore people’s perception, motivation, intention, and behaviors of green tourism in Taiwan. The qualitative approach explored intrinsic and extrinsic factors that could influence people’s intention to participate in green tourism. The quantitative approach provided evidence of influencing factors of green tourism. The findings suggested that variables, such as perception, attitudes, and self-efficacy, can indirectly influence green tourism behaviors through behavioral intention. This study suggests that government agencies should emphasize environmental education regarding the relationship between climate change and people’s life; therefore, people will increase their environmental awareness regarding the urgent conditions of the environment, in addition to supporting green tourism and being more responsible for their tourism behaviors. For cities intending to accommodate tourism or Non-Governmental Organizations (NGOs) that are interested in promoting green tourism, it is critical to incorporate relevant factors, such as destination services and educational elements, into the design and development principles to built environment that supports green tourism activities.