Empirical Research On The Influencing Factors Of Tourists’ Low-carbon Tourism Decision-making

As the global warming was becoming serious, environmental problems, such as regional climate change, biodiversity plummeted and rising sea level and so on, gradually attracted worldwide attention. To develop low-carbon economy, recycling economy and low-carbon industry and also some other low-carbon proposal was put on the agenda of governments. On the one hand, tourism as a strategic pillar industry in China is closely related to the environment. Low-carbon tourism, as an important way to response to global climate change, to transform the mode of economic development and to realize the strategic transformation of tourism industry, is becoming a hot topic of the governments, enterprises and a large number of tourists and so on. On the other hand, to make tourism really become people better satisfaction of modem service industry, we must do some research from the perspective of the masses or at least tourists, to understand their true needs, and meet their value appeal. Therefore, to study the factors, which have impacts on their low-carbon tourism decisions-making are particularly important.The main problem to be solved in this study is to find out all the factors which influence tourists’ low-carbon tourism decision-making and also evaluate the size of those influences. Firstly, on the basis of low carbon economy theory, recycling economy theory, stimulus-response theory and cognitive decision theory and also basing on the previous theoretical model by other scholars, this study put forward the factors’ model of tourists’ low-carbon tourism decision-making and also proposes the corresponding research hypotheses. Secondly, using literature analysis, interviews and questionnaires as the main methods and taking tourists who have low-carbon tourism experience and who have been intended to carry out low-carbon tourism activities as the main targets of investigation and research, we released500copies of survey questionnaire and386effective copies are received. Finally, I modified the theoretical model constructed through correlation analysis, factor analysis, and regression Analysis by SPSS software. The conclusions of the study are as following: 1) There are6factors which have distinctive impact on tourists’low-carbon tourism decision-making. The ranking of their influencing importance are as following:environmental factors, social factors, lifestyle factors, personality factors, marketing factors and cultural factors. Among them, the most important3factors are environmental factors, social factors, lifestyle factors; and the least important influencing factor is cultural factors.2) Besides, the influencing factors are of significant differences among tourists of different ages, different sex, with different degrees and different occupations when they are making low-carbon tourism decisions.Finally, this study put forward some management suggestions from three perspectives. They are perfecting the government functions, constructing low-carbon tourist facilities in tourist destination and also implementing low-carbon tourism marketing effectively.