近年來，為因應全球暖化與氣候變遷，環保議題越來越受到重視，人們對於綠色環保的概念也越趨成熟。旅遊活動對於全球暖化影響日益嚴重之同時，亦越來越多的消費者在旅遊過程或是選擇旅遊產品時比以往更加地關心環境議題；人們意識到環境保護的重要性已有一段時間了，但是多數人的了解大都僅限於日常的節能，對於綠色旅遊並沒有很多著墨，聯合國世界觀光組織(UNWTO)認為「綠色旅遊」是未來旅遊業的發展趨勢，隨著旅遊發展的興盛，如何在發展觀光之餘還要兼顧環境保護，綠色旅遊顯得格外重要。
本研究目的在於探索潛在綠色遊客對綠色旅遊的行為意圖。建構以對環境認知核心資源為前因變項，以涉入為中介變項，以行為意圖影響為結果變項之因果整合模式，探討這些變項之間的交互影響關係。本研究利用迴歸分析發現顧客涉入在主要關係之中具有部份中介之影響；綠色旅遊傾向、環境認知與從事綠色旅遊行為意圖之間有顯著的關係。
The more severe tourism activity has effect the global warming; the more consumers are concerned about the environmental problems than usual when they are in the tour or choosing the tourism products. World Tourism Organization (UNWTO) states that since green tourism is the trend in the future, with the prosperous development of tourism, green tourism become more important in how to balance tourism development and environment protection.
The study investigated the effect of the core resource of environmental cognition on the behavioral Intention of potential green tourists toward the green tourism. Result of the study reveal that customer involvement in this model has partial impact as a mediator, and the relationship of green tourism, environment cognition, and the intention of green tourism Proneness is significant.
