Research On The Influencing Mechanism And Guiding Strategies Of Low-carbon Tourists' Behavior In Ecotoursim Scenic Spots

As the response and action of tourism on the ecological economy and low-carbon economy,low-carbon tourism is the practice and advance of ecological civilization construction in tourism field,the inheritance and innovation of sustainable tourism,green tourism and ecological tourism,and an important pathway to mitigate global climate change and realize sustainable tourism development.The carbon emissions of tourist can be traced back to the food,hospitality,travel,visiting,shopping and entertaining involved in the whole process of tourism.According to the market mechanism “demand determines supply”,tourists' behavior will decide the level of carbon emissions of enterprise in production and service.The energy-saving and emission-reduction of tourism requires not only the lowcarbon production and operation of tourism enterprises,but also the reduction of carbon emissions brought by tourists.This research focused on the influence mechanism and guiding strategies of tourists' lowcarbon tourism behavior,and constructed a model of the influence mechanism of tourists' low-carbon tourism behavior including low-carbon tourism behavior,low-carbon tourism behavioral intention,psychological cognition factors,external situational factors,and personal characteristic variables.Through questionnaire survey for tourists in five "5A-class” scenic spots of Guangdong Province,the research discussed the influence mechanism of behavioral intention,psychological cognition and personal characteristics on low-carbon tourism behavior,verified the regulating effect of economic incentive,supply management and propaganda education on the relationship between behavioral intention and behavior.Based on WeChat,a real-time mini program called “Tourism carbon footprint” for measuring carbon emissions of tourists was designed.A case study was conducted on the measurement of tourist carbon emissions in the LouFu Mountain Scenic Spot,and put forward the guiding process and strategies of tourists' low-carbon tourism.The main conclusions of this research are as follows:(1)On the basis of literature review,the low-carbon tourism behavior is divided into three dimensions: buying behavior,reduction behavior and protective behavior through factor analysis.The result of questionnaire survey shows that the tourists are the most active in the protective behavior,followed by buying behavior,and finally reduction behavior.All kinds of low-carbon tourism behavior are not significantly different from the social demographic characteristics and tourism patterns.(2)Low-carbon tourism behavioral intention has a positive impact on low-carbon tourism behavior.Low-carbon tourism as a new way of tourism,has not yet been widely received much attention and understanding,so behavior intention is low.However,tourists often carry out low-carbon tourism behavior due to their daily environmental behavior habits.(3)Psychological cognitive factors are the former dependent variables of low-carbon tourism behavioral intention,including positive environmental value,behavioral attitude,subjective norm,enjoyment preference,place attachment,and perceived behavioral control.Among them,"enjoyment preference" and "place attachment" are new variables that are introduced to tourism behavior under unusual environment.Psychological cognitive factors influence behavior through behavioral intention which is the intermediary variable between psychological cognitive factors and behavior.Positive environmental value takes the most positive influences on the low-carbon tourism intention,the second is place attachment,then the subjective norm.Enjoyment preference has a negative influence on the low-carbon tourism intention.Behavioral attitude and perceived behavioral control have no significant positive influence on the low-carbon tourism intention.Perceived behavioral control directly acts on the low carbon tourism behavior.(4)External situational factors are divided into three dimensions: economic incentive,supply management and propaganda education.The external situational factors regulate the low-carbon tourism behavioral intention and behavior.Different external situational factors regulate different contents.Economic incentive has positive regulating effect on the relationship between behavioral intention and buying behavior or reduction behavior,supply management has a positive regulating effect on the relationship between behavioral intention and maintenance behavior.Propaganda education has positive regulating effect on the relationship between behavioral intention and reduction behavior or protective behavior.(5)The WeChat mini program named "tourism carbon footprint" was developed.Through the measurement of carbon emissions in the links of foods,accommodations,transportations,travel activities,shopping and waste,tourists can understand the source and composition of the carbon emissions in time.By comparing the thirteen low-carbon tourism behavior proposed in the 5th chapter,tourists can be guided to conduct their low-carbon tourism behavior.(6)A case study on the measurement of tourist carbon emissions was conducted in the LouFu Mountain Scenic Spot.The calculation model of tourists' carbon emissions includes seven components: foods,accommodations,transportations,visiting,shopping,recreation and waste.Tourism traffic is the most important source of tourists' carbon emissions,followed by tourism accommodations,and again for tourism catering.The carbon emissions of traffic links are mainly due to the large number of private cars,resulting in increasing carbon emissions.High star hotels are the main source of carbon emissions of accommodations.(7)The LCSS process framework was proposed,which can be divided into four stages: leading,change,management and strengthen.Through organizing and managing the psychological cognitive factors of tourists and external situational factors,corresponding measures are put forward at each stage.There are the “Propaganda idea and create atmosphere” in leading stage,“change the concept and transform the style” in changing stage,“provide support and promote communication” in supplying stage,“consolidate education?regulating and stimulating” in strengthening stage.(8)The guiding strategies of low-carbon tourism behavior were also proposed.The government is responsible for propaganda education,regulating and stimulating,the community is involved in spreading ideas and creating model,tourism enterprises provide products and guiding consumption.