The Study On Low-Carbon Tourism Intention Based On The Theory Of Planned Behavior

All the countries in the world pay attention to the Low-carbon economy wich is the national strategy of China.Low carbon tourism is positive response mode of low carbon economy,wich pays an important role of promoting the development of low-carbon economy,and is attracting scholars’ attention. However,the domestic research and foreign research of low-carbon tourism is in the initial stage.Most of the research is macro-qualitative research,discussing the way and strategy of low-carbon tourism based on goverment.Almost no pepole use quantitative research on low-carbon tourism,especially based on tourists who are protagonist in the low-carbon tourism.Reasearch on low-carbon tourism intention is meanningful,and it can help government and tourism enterprises to know the intention and needs of tourists,increase the predictive power of low-carbon travel behavior, and provide a scientific basis for formulation of reasonable adjusting control system in order to provide the policy safeguard for the rapid development of low-carbon tourism.Based on the empirical analysis methods, the author use theory of planned behavior to study low-carbon tourism intention from the angle of tourists, construct a conceptual model about low-carbon tourism intention based on the research results of previous research on theory of planned behavior and low-carbon tourism.The paper constructs a new investigation scale and sets up4hypothesis to survey the influence factors to low-carbon tourism intention. The author launched questionnaires,and used questionnaire survey and interview survey, using factor analysis,reliability analysis,correlation analysis,multiple regression analysis of Excel and SPSS13.0getting these conclusions:(1)This paper sets up a regression model of low-carbon tourism intention: I=3.488+0.171F1+0.329F2+0.267F3.The three factors do not make the same level influence to low-carbon tourism intention,Subject norm of low-carbon tourism(F2) has the most strong positive correlation with the low-carbon tourism intenton,and attidude toward the behavior has the least strong positive correlation with the low-carbon tourism intenton;(2) Most of the personal low-carbon tourism intention do not have significant differences.Finally,this paper give the corresponding management strategies based on the findings.