Research On The Driving Factors Of Environmental Behavior Of Rural Tourism Operators From The Perspective Of Carbon Neutrality

For a long time,it is generally believed that tourism has the industrial characteristics of low energy consumption,low carbon dioxide emissions and low pollution to the environment.However,the rapid development of tourism is accompanied by a large amount of energy consumption,and the carbon dioxide generated inevitably has a negative impact on the environment and climate.As an important space carrier for tourism development,rural tourism destinations’ green development is one of the effective ways to achieve carbon neutrality in tourism.With the proposal of the "double carbon" goal in China,it is imperative to explore the ways to achieve carbon neutrality in rural tourism destinations.As one of the important groups of stakeholders in rural tourism destinations,tourism operators play a very important role in the process of carbon neutralization in rural tourism destinations.In the process of providing services for tourists,the input of various materials,the use of facilities and other aspects can not be separated from the participation of tourism operators.Therefore,studying the driving factors of the environmental behavior of rural tourism operators from the perspective of carbon neutrality,analyzing the problems in the development of carbon neutrality in rural tourism destinations,and constructing the optimization mechanism of the environmental behavior of tourism operators are effective ways to promote the development of carbon neutrality in tourism and realize the green development of rural areas.This study is based on the theory of planned behavior,combined with the relevant research on responsibility consciousness and environmental quality,to build a theoretical model of the factors affecting the environmental behavior of tourism operators and put forward corresponding assumptions.Based on the mature scale of many scholars and combining the research perspective of this paper,the scale is designed to collect data through field sampling and distribution of questionnaires,and SPSS26.0 and Mplus7.0 software are used to analyze the reliability and validity of the data collected by the questionnaire,direct effect analysis,intermediary effect analysis,moderation effect analysis,etc.The empirical analysis draws the following conclusions:(1)Behavior attitude,subjective norms and perceptual behavior control positively affect the environmental behavior intention of tourism operators.As an important antecedent variable of environmental behavior will,behavioral attitude,subjective norms and perceptual behavior control have a positive impact on environmental behavior will.Therefore,in order to stimulate the environmental behavior will of tourism operators,it is necessary to start with these important antecedents,improve their positive attitude towards the implementation of environmental behavior,the degree of group norms and the ability to control environmental behavior.(2)Tourism operators’ environmental behavior will positively affect environmental behavior.The willingness of tourism operators to reduce carbon emissions and carbon compensation significantly affect their environmental behavior,which means that the higher the willingness of tourism operators to reduce carbon emissions,the easier it is to produce environmental behavior.(3)Behavior and attitude play a completely mediating role in the influence path of responsibility consciousness on environmental behavior will.Behavior and attitude play a complete intermediary role between responsibility consciousness and willingness to reduce carbon emissions and carbon compensation behavior.The direct effect of responsibility consciousness on environmental behavior willingness is not significant,but it can have a significant impact on environmental behavior willingness through the intermediary variable of behavior and attitude.(4)Environmental quality plays a positive regulatory role in the transformation of environmental behavior will into environmental behavior.Environmental quality plays a positive regulatory role in the impact path of carbon emission reduction behavior will on environmental behavior,and environmental quality plays a positive regulatory role in the impact path of carbon compensation behavior will on environmental behavior.The higher the level of environmental quality of a tourism destination,the easier it is for local tourism operators to translate positive environmental behavior will into actual environmental behavior.On the basis of empirical analysis and field investigation,combined with the relevant knowledge of incentive theory,this paper establishes the environmental behavior optimization mechanism of rural tourism operators from the perspective of carbon neutrality.According to the conclusions drawn from the empirical analysis and the problems found in the field survey,the main reason for the low level of environmental behavior of tourism operators is the lack of environmental policies and the imperfect system.Therefore,this study combines the relevant knowledge of incentive theory,based on the principles of combination of incentive and constraint mechanism,benefit balance and combination of material incentive and spiritual incentive,constructs the environmental behavior optimization mechanism of tourism operators,namely,internal incentive mechanism,external incentive mechanism,internal constraint mechanism and external constraint mechanism,and puts forward corresponding opinions and suggestions to promote the realization of carbon neutrality in rural tourism destinations.