Developing a dual-perspective low-carbon tourism evaluation index system for travel agencies

The influence of green trust on travel agency intentions to promote low‐carbon tours for the purpose of sustainable development

“…This study has three potential theoretical contributions. First, it addresses the call by Yang and Stohl (2020) for an in‐depth discussion on CSR actions, as well as suggestions by Hsiao (2016) and Huang and Deng (2011) for more empirical research on travel agency attitudes and opinions toward the development of low‐carbon tourism. It also corresponds to Huang and Deng's (2011) call for enhanced social, economic, and environmental benefits by reducing travel‐generated carbon emissions, and Sigala's (2008) call for travel agencies to assume greater social responsibility and do more for sustainable tourism (Font & Cochrane, 2005).…”

“…This study offers tourism policy administrators a profound examination of the majority of recent studies on low‐carbon tourism development and green trust in the Green Mark system from the perspective of travel agencies. Few previous studies have weaved this type of low‐carbon tourism evaluation into a single framework (Cho et al, 2016; Hsiao, 2016). These findings provide deeper insights into how travel agencies feel about green trust in the Green Mark system and their willingness to promote low‐carbon tours as a form of CSR to their clients.…”

“…Gössling et al (2005) notes that fossil fuel energy used in tourism and its component activities is a leading factor contributing to carbon emissions. To lessen the impact, low-carbon tourism has been identified as one way of dealing with the challenges surrounding carbon-intensive tourism (Cheng et al, 2013;Cho et al, 2016;Horng et al, 2013;Hsiao, 2016;Huang, 2009;Huang & Deng, 2011;Shi & Peng, 2011).…”

“…Keen to shoulder its portion of global responsibility, in 1992 Taiwan's government introduced the Green Mark certification, which signaled the launch of Green Mark services and products. Taiwanese scholars have also proposed a range of evaluation indicators for the industry (Cho et al, 2016; Horng et al, 2013; Hsiao, 2016); however, to date limited attention has been paid to the decision‐making aspect of CSR actions (e.g., the promotion of genuine low‐carbon tours), and few if any studies have taken a psychological approach by examining the attitudes and opinions of senior executives and managers in travel agencies (Hsiao, 2016; Huang & Deng, 2011). Low‐carbon tourism is not only scarce in the marketplace, but there is also scant research on the topic.…”

“…Its research purposes were threefold. First, the analysis responded to calls for research to gain new and deeper insights by extending prior findings on low‐carbon tourism (Hsiao, 2016; Huang & Deng, 2011). Second, the research explored the impact of green trust on travel agency intentions to promote low‐carbon tours, and to avoid “greenwashing” marketing strategies (Cho et al, 2016).…”