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

2003Prime Minister of UK put forward the"Low-carbon economy", it has received the extensive attention from all countries, and has risen to national strategy in our China. Although tourism has been known as "smokeless industry", in the fact the tourism resources has been explored without restricted under the extensive management. And the unhealthy consumption has decreased the efficiency of the tourism resources and destroys the environment. In order to solve the contradiction between the development and protection of the tourism resources and maintain the sustainable development of tourism, we must promote the development of "low-carbon tourism""low-carbon tourism" plays a important role in the "Low-carbon economy", and become a hot spot in the academic field. But the current situation is that the researches of "low-carbon tourism" are just begun, and most of them are focus on the qualitative research. Discuss the ideas, principles and measures of low-carbon tourism from the view point of the government department or the tourism enterprise, the microscopic quantitative study is less, especially a lack of research from the perspective of tourists. However the research on tourists low carbon tourism intention are helpful for government departments, tourism enterprises to get a better understanding of low carbon tourism demand and understanding the low-carbon tourism intention of tourists, increase forecasting capabilities of low carbon travel behavior, to provide scientific basis for reasonable control system, thereby providing guarantee policy for the rapid development of low carbon travel.The Theory of Planned Behavior is one of most widely used theory of attitude-behavior field. The article is based on empirical study, from the perspective of tourists, and put the Theory of Planned Behavior in the use of low carbon tourism field. Through the review on planned behavior theory and low carbon tourism research results from home and abroad, build the theory model of low carbon tourism intention. Reference related research to design the questionnaire and distribute the questionnaire to get the first hand data. Using factor analysis, reliability analysis, correlation analysis, independent samples T test and single factor variance analysis and other methods of mathematical statistics of SPSS17.0getting these conclusions:(1)The tourist’s attitude towards low carbon tourism has positive significant effect for its low carbon tourism intention.(2)The tourists’ subjective norm for its low carbon has a positive significant effect for its low carbon tourism intention.(3)The low-carbon tourism of tourists perceived behavior control doesn’t have a positive significant effect for its low carbon tourism intention.(4) Different gender, age, occupation, and income level doesn’t have significant differences on low carbon tourism attitudes, but different educational level has significant differences on low carbon tourism attitudes;Different gender, occupation, educational level, income level doesn’t have significant differences on low carbon tourism subjective norms, but different ages of people has significant differences on low carbon tourism subjective norms;Different gender, age, educational level, occupation, does not have significant differences on perceived behavior control of low carbon tourism, but different income level of the individual has significant differences on perceived behavior control of low carbon tourism; different Gender and educational level has no significant difference on low carbon tourism intention, but different age, occupation, income level has significant influence on low carbon tourism intention.At last, this paper give the corresponding management strategies based on the findings:to improve people’s intention by create Low-Carbon environment, by disseminate information,by make it convenient, by marketing. Maintain the intension by supervision.