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Through corporate social responsibility, tourism companies can contribute to sustainable development by embracing concepts such as low-carbon tourism and environmental protection. The purpose of this research was to determine the intention of Taiwanese travel agencies to promote low-carbon tours by incorporating government-approved eco-friendly travel products. In total, 427 valid questionnaires were collected and examined by means of PLS-SEM. The findings showed that green trust not only had a significant and direct impact on intentions to sell low-carbon tours, but also influenced agency attitudes, subjective norms, and perceived behavioral control. The study also demonstrated that the TPB was appropriate for predicting intentions for green decision-making at an organizational level and that subjective norms (e.g., peers, customers) influenced by green trust displayed more predictive strength (53.4%). The findings provide a method for incorporating low-carbon tourism into the travel industry.

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Purpose Previous studies have discussed individual effects that certain agritourism activities have on visitor response while ignoring interaction effects. Therefore, the purpose of this study is to discuss both the individual and interaction effects of agritourism activities on tourist revisit intention. Design/methodology/approach This study classified agritourism activities into four categories and collected 883 valid samples. Logistic regression was then applied to test the influence of agritourism activities on tourist revisit intention. Findings Based on the results of the statistical analysis, it was found that those agritourism activities, which required mutual cooperation such as do-it-yourself (DIY), animal interaction/feeding and fruit and vegetable picking, enhanced tourist revisit intention. Furthermore, the agritourism groups participating in activities with or without children did not have consistent revisit intentions regarding animal feeding/interaction activities. In particular, this study found that willingness to revisit for tourists with children was influenced by animal feeding/interaction, but not for tourists without children. Research limitations/implications This study demonstrates that not all agritourism activities enhance revisit intention. For this reason, agritourism businesses should consider redesigning their activities related to visitor and animal interactions as increasing conscientiousness regarding animal welfare, especially with regard to animal abuse. Additionally, those activities focused on education and ecology are not as appreciated by tourists as they may have been previously assumed between different groups. Originality/value The findings of this study reveal that if the types of agritourism activities could fulfill visitors' expectations and desires they are more likely to have a satisfying experience. The authors consider some of these notions to be a kind of unrealistic fantasy regarding agritourism and the kind of activities involved therein. This kind of fantasy is likely formed by visitors 2019 past experiences and culture. As a result, the authors conclude that agritourism activities focused on the education of plants and ecology do not achieve the truly preferred aim of better interaction between people. Objetivo Estudios anteriores han tratado los efectos individuales que tienen algunas actividades agroturísticas sobre la respuesta del visitante ignorando los efectos de interacción. Por eso, el objetivo de este estudio es tratar conjuntamente los efectos individuales y de interacción de las actividades agroturísticas sobre la intención de volver a visitar del turista.