Research On Influencing Factors Of Tourists’ Low-carbon Behavior In Sun Island Scenic Spot

With the continuous warming of the global climate and the increasing carbon emission of tourism industry,the goal of carbon emissions peak and carbon neutralization in China has been put forward.So low carbon tourism is the inevitable choice for the sustainable development of tourism.In addition,the mumber of tourists is increasing,so the total amount of carbon emissions generated by tourists in the tourism links of food,accommodation,transportation,sightseeing,shopping and entertainment can not be ignored.Therefore,it is necessary to explore the influencing factors of tourists’ low-carbon behavior and put forward the guiding strategies.This paper takes tourists in Sun Island Scenic Spot as the research object,based on the Theory of Planned Behavior,Theory of Attitude-Context-Behavior and Theory of Low-carbon economy.This paper combines the literature results and the actual situation of Sun Island Scenic Spot,and constructs the theoretical model of influencing factors of tourists’ low-carbon behavior composed of the low-carbon behavior,low-carbon tourism behavior intention,internal psychological factors（behavior attitude,subjective norms,perceived behavior control）,external situational factors（propagation and education,supply management）and demographic characteristic factors.Then this paper puts forward research hypotheses,designs a questionnaire.SPSSAU platform is used to analyze the reliability and validity,normality,sample characteristics and variables,correlation,difference,moderator effect and path of the data obtained by the Questionnaire Star.Thus verifying the research hypothesis and revising the theoretical model,in order to determine the characteristics and influencing factors of tourists’ low-carbon behavior in Sun Island Scenic Spot.The results show that:（1）There are differences between tourists’ low-carbon tourism behavior intention and low-carbon behavior.Tourists’ low-carbon tourism behavior intention is high,while the overall level of implementing low-carbon behavior is low;（2）Behavior attitude and subjective norms have a significant positive impact on low-carbon tourism behavior intention,and in the degree of impact,behavior attitude is much greater than subjective norms.Although perceived behavior control has a positive correlation with low-carbon tourism behavior intention,the relationship is not significant;（3）Perceived behavior control,low-carbon tourism behavior intention and propagation and education have a significant positive impact on low-carbon behavior;（4）Supply management has a moderator effect on the influence of lowcarbon tourism behavior intention on low-carbon behavior.When supply management is at a high level,the impact of low-carbon tourism behavior intention on low-carbon behavior is greater;（5）There is no difference in low-carbon behavior among tourists of different gender,age,educational background and residence,but there is a significant difference in low-carbon behavior among tourists of different incomes.In general,the low-carbon behavior of tourists with an average monthly income of more than 2000 yuan is higher than that of tourists with an average monthly income of 2000 yuan or less.According to the statistical analysis results of the questionnaire data and in combination with the in-depth interview contents of tourists,this paper puts forward the guiding strategies of tourists’ low-carbon behavior in Sun Island Scenic Spot.It includes increasing the publicity of low-carbon tourism,improving the supply of low-carbon tourism,giving play to the leading role of the government,carbon emission measurement and carbon compensation.In order to improve tourists’ low-carbon behavior,reduce the carbon emissions of tourism,promote the low-carbon sustainable development of the tourism industry,and help carbon emissions peak and carbon neutralization.