Visitors’ Low-carbon Tourism Traffic Behavior And Its Mechanism

Nowadays, low-carbon development has become the commonsubject throughout the world, and the way of sustainable development ineach region and industry. Under the background of more and moreexhausted resources and serious environmental pollution in the global,tourism industry is not thought as “smokeless industry”, but the pioneerof ecological destruction and the major energy consumption.Hence,low-carbon in the tourism industry is extremely important. In tourismindustry, Tourism transportation takes a larger proportion on energyconsumption and carbon emissions, hence, it’s useful for tourism industryto reduce tourist traffic energy consumption and carbon emissions.With the low-carbon development of the tourism transportation,the objective aspect such as energy-saving technology is required toresearch and improve; as well as individual subjective initiative,in otherwords, visitors should also make efforts in the tourist traffic forlow-carbon tourism development. With an in-depth study on currenttourism low-carbon development; related behavior theory such asplanned behavior theory,the KAP behavior theory are analyzed;,psychological variables that may affect low-carbon tourism behavior ofvisitors are summed up, then, the extended KAP behavior theory model isestablished.Preliminary questionnaire is designed on the base of the theory aboutmodel construction and then formal questionnaire is established afterexploratory analysis of the pilot survey data. Structural equationmodeling analysis and correlation analysis, regression analysis are used to deal with formal survey data to verify the relevance and the significantlevels between psychological variables and low-carbon tourism trafficbehavior, and to reveal the mechanism of the transport behavior oflow-carbon tourism.The analysis shows that: low-carbon tourism traffic behavior isaffected by five factors: low-carbon tourism traffic knowledge,low-carbon tourism traffic preferences, low-carbon tourism trafficemotions, sense of social responsibility, and individualeffectiveness.Each of these factors has different impact on thelow-carbon tourism traffic behavior. Low-carbon tourism traffic emotions,low carbon tourism knowledge have significant effect on low-carbontourism behavior while low-carbon tourism traffic perception andindividual effectiveness’ impact on the low-carbon tourism trafficbehavior is not significant. Overall, the theoretical model of expansionthe KAP behavior can effectively explain the mechanism of low-carbontourism traffic behavior.