Study On Influential Mechanism Of Low-carbon Tourism Intention Based On The Theory Of Planned Behavior

With the changing of development limiting factors and the existing demand for the moderntourism industry, solely relying on the scale expansion could not satisfy the demand forspeeding and efficiency. The nationwide "strategic pillar industry" of tourism also requireoptimization of the industrial structure based on previous development. With achieved certaindevelopments of Dongguan tourism industry, the internal structural contradictions has becomea prominent factor that lead to the lacking of developing potential. However, the tourismresource of Dongguan has a special advantage on regional tourism, which will head forgreater development opportunities.Analyses based on collected data origins from statistical yearbooks are conducted on majordepartment related to tourism industry in Dongguan in this thesis. By summarizing theindustrial structure changing process of the tourism industry in Dongguan and systematicallyanalysis the structural limiting factors, optimization measures are raised under the guidance ofcertain principals.Under the guidance of Industrial Economy and Industrial Structure optimization theory, initialanalyses are conducted on the combination of the patterns of the tourism industrial structureand the optimization of the tourism industrial structure; Systematic analyses are conducted onthree dimensions including the internal structure, profit generated by the industrial structureand the relevance between the industrial structure. In the analysis of the internal structure, bycalculating the location quotient, similarity coefficient and the system entropy, thecomparative advantage of the industrial structure of Dongguan can be revealed whencomparing with Guangdong Province and Guangzhou. In the analysis of the structureperformance, Shift-Shared Methodology (SSM) and the Dynamic SSM are used to reveal theadvantage and disadvantage of various departments and specify the development direction.On the correlation analysis, Grey Relational Analysis (GRA) is applied to measure thecorrelations between different departments within the whole tourism industry, which claimsthe correlations among different departments during the developing process and the stabilityof the whole industry.Bases on various analyses, problems of lacking of specialty on tourism industry; the necessityto improve the stability of the tourism structure; the lower contribution rate of flexibledepartments; the low degree of correlation of the internal structure of the tourism industry arelimiting the improvement of the overall quality and the efficiency of the tourism industry. Lastly, several strategies to optimize the tourism industry in Dongguan are provided in thethesis to address the problems mentioned above: Using industrial diffusion effect to improvethe industrial structure performance. Expanding the species of tourism products to improvethe structure stability. Extending the entertainment department to increase the duration of stayof the tourists and the rate of returned tourists. Developing technology content in tourismindustry for further industrial structure optimization.