Paper Title
The Study Of Tourists’ Environment Attitude, Environment Behavior, And Willingness To Pay For Low-Carbon Tour In Little Liuqiu, Taiwan

Due to the rapid growth of tourists in recent years, the number of tourists has exceeded 300,000 per year, causing the flooding of motorcycles on the island, excessive carbon dioxide emissions and damage to the ecological environment. Therefore, the Executive Yuan's was planned Liuqiu as low-carbon tour islandin 2010, and it is expected that tourism activities will be carried out within the specification of low-carbon. The purpose of this study was to explore the price of tourists in the Liuqiu area for low-carbon tourism and the impact of their environmental attitudes and behavior on the price they are willing to pay. The results show that the environmental attitudes and environmental behavior of visitors are influenced by gender, age, marital status, education level, occupation and experience of participation in environmental protection related activities. Additionally, the environmental cognition and environmental behavior intentions of tourists also positively affect their environmental behavior. the Among the whole group of tourists with high environmental behavior and environmental behavior intentions, not only 65% of tourists are willing to increase the amount of payment for low-carbon tourism, but the price increment is also higher than others with lower environmental behavior and environmental behavior intentions. The willing price of low-carbon tourism is affected by gender, age and the extent of participation in environmental protection activities. Up to 45% of tourists are reluctant to pay more for low-carbon tourism. After analyzing the underlying reasons, the main reason is that it is unaffordable, and secondly, tourists believe that the charges should beafforded by the operators. In terms of transportation, tourists also believe that government should absorball of the costs incurred. Personal behavior change is the most direct and the fastest way to achieve the result of carbon reduction. Thus, we suggest that government department should enhance the environmental education, increase the acknowledgment of tourist regarding the environmental conservation and carbon reduction as well as encourage tourism operators to receive the environmental certification in order to achieve the expectation of Liuqiu to become a true low-carbon tourist island. Keywords - Low-Carbon Tour Island、Environmental Attitude、Environmental Behavior、Willingness To Pay