A Study On The Formation Mechanism Of Urban Lowers Travel Behavior Intention Based On Cognition And Attitude

As the problems on climate change and resource environment are increasingly prominent, low-carbon tourism has been developing rapidly, and become a hot direction in the field of tourism research. From the perspective of cognition and attitude, this paper takes the formation mechanism of low-carbon tourism behavior intention as the main research object. With the combination of theories like sustainable development, low-carbon economy and planned behavior theory, this paper extracts the influence factors of behavior intention and builds an index system of measuring low-carbon tourism behavior intention. Based on structural equation model, this paper constructs a model diagram of low-carbon tourism behavior intention. While putting Nanjing as an actual case, this paper quantitatively analyzes the causal relationship between the factors and the conductive path after fitting test. With the specific reference to the path coefficient, this paper expects to scientifically reveal the formation mechanism of low-carbon tourism behavior intention and puts forward rational suggestions for enhancing the development of Nanjing low-carbon tourism on the results of the study.This paper verifies related assumptions through the statistical analysis and structural equation model. Research shows that:(1) Attitude, subjective norm, perceived behavior control make a mutual impact on the formation of urban residents’ low-carbon tourism behavior intention, but the most important variable is perceived behavior control. And residents have stronger participate intention than publicity intention and recommendation intention for low-carbon tourism behavior intention. (2) As an important intermediary variable for the formation of low-carbon tourism behavior intention, attitude is comprehensively influenced by cognitive, subjective norm, perceived behavior control, but the influence of subjective norm is the most important. (3) Understanding the knowledge about low-carbon tourism makes the largest contribution to the formation of low-carbon tourism cognition, and understanding the positive and negative influences on low-carbon tourism play a secondary role. "To understand the concept of low-carbon tourism" is the dominant factor to knowledge dimension of low-carbon tourism, and has great influence on the enhancement of low-carbon tourism attitude. (4) The view which family, the units and persons of environmental protection hold on the action that residents participate in the low-carbon tourism, is the dominant factor to the formation of subjective norm. Whether residents can find enough information on low-carbon tourism is one of the leading factors to form the perceived behavior control. These dominant factors all play an important role to the formation of low-carbon tourism attitude and behavior intention. (5) Not all demographic statistics variables have significant differences in the five variables. There are significant differences in internal subjective norm among residents with different ages, and education level has significant differences in the attitude. Besides, the differences on monthly income can be reflected on the attitude and behavior intention.Based on the theory of planned behavior, this paper analyzes the causal link among five factors including cognition, attitude, subjective norm, perceived behavior control and behavior intention to study the inherent mechanism of low-carbon tourism behavior intention. The results not only expand the application field of the theory of planned behavior, but also improve the scientificity and rationality on the study of the mechanism of low-carbon tourism behavior intention. The proposed suggestions from the empirical study can help to better promote the further development of low-carbon tourism in Nanjing city.