The application of moderated hierarchical regression to the pond ecotourism development in Taiwan

It is difficult to maintain long-term tourism development if without local residents 'supporting, and without understanding residents' attitudes and opinions. This paper is a case study that sets out to explore the extent to which the pond residents of Taoyuan have attitudes and behavior intentions towards pond ecotourism ventures for sustainable development. The investigation of the attitudes and behavior intentions of the pond community residents was carried out using a questionnaire as research tool that was drawn up specifically for the needs of this study, and moderated hierarchical regression analysis. We investigated how two primary types of psychological philosophies, subjective norm and perceived difficulty, influence the relationship between the attitudes and behavior intentions. Significant findings were determined for these relationships. Age of pond resident doesn't affect to these relationships. The moderating effects of subjective norm and perceived difficulty showed that in some cases with certain attitudes, the inclusion or exclusion of subjective norm and perceived difficulty might cause worse or better behavior intention. Moreover, pond ecotourism development implications were also identified in this study.