PurposeThe purpose of this paper is to develop a questionnaire on tourist experience expectations, and to conduct a qualitative study to analyze the factors and related texts of the questionnaire.Design/methodology/approachA content analysis on travel diaries written by museum tourists was conducted to develop a questionnaire of tourist experience expectations (TEE). The survey results were analyzed by factor analysis.FindingsThe tourism experience expectations include five factors: experience expectations of easiness and fun; cultural entertainment; personal identification; historical reminiscences; and escapism. In addition to these factors, this study reorganized the travel diaries to extract representative texts for narrative analysis, in order to develop the situational factors of tourist experiences.Research limitations/implicationsThis study only investigated museum tourists in Taiwan, and thus the scope for wider application of the results is limited.Practical implicationsThe study findings revealed that during a trip, appropriate situational factors – including satisfying tourists' curiosity and intimate locations or events that trigger tourists' active participation – resulted in pleasant experiences for the tourists and could possibly lead to future experience expectations.Originality/valueThe paper explores museum tourists' experience expectations in Taiwan.

Purpose -This research aims to treat voluntary simplicity lifestyle (VSL) as general lifestyle and explore the correlation between VSL and selection preference of special interest tourism (SIT). Design/methodology/approach -This research adopts a questionnaire survey. The content of the questionnaire include questions on participants' demographic variables, VSL, and selection preference of SIT. After designing the questionnaire of selection preference of SIT, this research treats the tourists in the Taiwan Guandu bird-watching area as the targets and distributes the questionnaires. This research adopts systematic sampling for questionnaire distribution. Findings -The following results are found: a positive correlation between selection preference of SIT and VSL; females are mostly allocated as the recreation and entertainment type people preferring SIT, the educational level of diverse interest type people preferring SIT tend to be higher, and these people have a more significant VSL; people who are the low degree of identification type with voluntary simplicity reveal almost the least scores in terms of all kinds of traveling preference, whereas complete involvement type individuals show a higher degree of preference. Research limitations/implications -This questionnaire is not exclusive. In other words, the respondents can provide extremely high, medium, or low scores for the preference for any kind of trips. Thus, the respondents' real preference sequence cannot be distinguished. Future studies can modify this questionnaire. The questionnaire of selection preference of SIT designed by this research mainly followed the SIT itineraries promoted on traveling websites and upon certain processes. Thus, this questionnaire content is based on the view of the supply end. Originality/value -This research follows the suggestions of McKercher and Chan, and after internet searching, the method imitates content analysis to establish a questionnaire with 18 questions with respect to the selection preference of SIT. Through factor analysis, the researchers select four kinds of selection preference of SIT, including traveling preference of recreation and entertainment, natural ecology, physical exploration, and history and art. In addition, this research also uses confirmatory factor analysis to confirm the convergent validity of the VSL questionnaire developed by the authors (2005).

PurposeThe paper research objectives are: to investigate into the classification of special interest tour preferences in terms of their types and to compare whether consumers with different demographic attributes result in discrepancies in special interest tour preferences.Design/methodology/approachThose collected questionnaires that had incomplete answers and that had a significant response tendency or were left blank with no answers were eliminated. The required statistical methods are explained thus: this study conducts analysis on special interest tour preferences by factor analysis to distinguish between the categories of special interest tour preferences; this study adopts correlation analysis to examine the ratio scale of the study's demographic variables, including age and education level; this study adopts one‐way ANOVA to examine the variables of categorical or nominal scale, such as gender, marital status, and occupation.FindingsAfter collecting the questionnaire data, factor analysis is used to conduct classification of the types and a total of four types emerged: recreation type, nature/ecology type, physical adventure type, historical/artistic activity type. Furthermore, in the verification of the demographic variables of each type preferences: age and nature‐eco type preferences constitute a significant positive correlation, and age has also formed a significant negative correlation with physical adventure type; gender differences result in a significant difference in recreation type preferences and a significant difference in physical adventure type preferences; marital status has a significant variation regarding physical adventure preferences.Practical implicationsSpecial interest tours are gradually on the rise and the previous literature is still lacking a systematic method for investigative analysis. Accordingly, conducting a systematic categorization of special interest tour preferences and to examining the background of the consumers of each type of special interest tour preference is essential.Originality/valueThe necessity for special interest tours to conform to consumer interests, and the existence of special interests, require that those in the travel industry conduct market segmentation, prior to designing travel itineraries, so as to have an understanding of the target market. Furthermore, the types of special interest tour preference this study provides can offer the basis for discussion of relevant issues for those travel business industry operators in the industry and future researchers.

Purpose -This paper aims to examine the influence of individual internal principles and perceived external factors on the ethical attitudes toward environmental practices, on the part of Taiwanese environmental business managers.Design/methodology/approach -The analysis of 295 pretest samples, moral intensity on environmental issues was divided into ''perception of environmental harm'' and ''perceived immediacy and stress''. Following this, a questionnaire survey of environmental managers from the top 1,000 enterprises was conducted with 203 valid samples analyzed by a structural equation model.Findings -The research findings demonstrated that moral intensity concerning environmental issues is not as significant as expected, and had less influence than environmental ethics. Assuming that part of the reason for this is that moral intensity is generally based on a viewpoint of teleology, the paper proposes some discussion and suggestions.Research limitations/implications -Some limitations existed during this research, especially in the data collection or analyzing process. However, besides teleology, there are many other viewpoints of moral philosophy.Practical implications -Environmental ethics is regarded as an internal principle, whereas the perceived moral intensity of managers on environmental issues is treated as an external factor. People's ethical decisions might be based on different views of moral philosophy such as teleology, deontology, or virtue ethics.Originality/value -Since there was no suitable questionnaire related to moral intensity on environmental issues in the past, the paper presents a new questionnaire which used exploratory factor analysis to allocate moral intensity concerning environmental issues into two components: ''perception of environmental harm'' and ''perceived immediacy and stress''.