Study On The Influence Of Consumer Innovativeness On Tourists’ Green Consumption Behavior

Since entering the new era,under the promotion of relevant national policies,marine tourism has ushered in a golden period of rapid development.Coastal cities such as Qingdao and Dalian have actively developed marine tourism resources and are committed to developing the marine tourism industry into a new tourism growth point.Due to the fragility and non-renewable nature of marine tourism resources,the green,low-carbon and sustainable development path has gradually attracted the attention of governments and scholars.The green consumption behavior of tourists is an important way to achieve the sustainable development of marine tourism,and has gradually become one of the hot spots in the academic circles in the future.However,due to the influence of traditional consumption habits,domestic tourists frequently exhibit unreasonable consumption behaviors in the process of tourism,which threatens the sustainable development of marine tourism destinations.In this dilemma,it is particularly urgent to try to change the bad consumption habits of tourists from the perspective of consumer innovativeness.At present,scholars focus on the green consumption behavior of rural tourism consumers,and relatively ignore the formation mechanism of tourists’ green consumption behavior in the context of marine tourism,which cannot provide theoretical guidance for the sustainable development of marine tourism destinations.Based on cognition-affect-behavior theory,stimulus-organism-response and emotional appraisal theory,this study constructs a model of the formation mechanism of tourists’ green consumption behavior in the context of marine tourism,and puts forward a hypothetical relationship between consumer innovativeness,consumption emotion and green consumption behavior.According to the situation of marine tourism,the existing scale was appropriately adapted,and the representative scenic spots in Qingdao were selected to carry out the questionnaire survey.The SPSS 25.0and AMOS 24.0 software were used to empirically analyze the survey data.The results show that cognitive innovativeness,perception scene innovativeness,perception service innovativeness and perception interactive participation innovativeness positively affect tourists’ green consumption behavior.Pleasant emotions and arouse emotions positively affect tourists’ green consumption behavior.Consumption emotion plays different degrees of mediating role between consumer innovativeness and tourists’ green consumption behavior.Based on the above empirical research conclusions,guiding suggestions are put forward for the sustainable development of marine tourism destinations and enterprises,including segmenting the types of tourists and carrying out targeted green marketing;pay attention to tourists’ emotions and stimulate tourists’ positive consumption emotions;pay attention to tourist perception and innovate marine tourism products and services.Finally,the paper expounds the limitations of scales,case sites and research methods,and further points out possible future research prospects,so as to improve the subsequent research on green consumption behavior.