Research On Low Carbon Consumption Perception And Low Carbon Consumption Intention In Hotels Under Tourism Situation

Lucid waters and lush mountains are invaluable assets.But because of the global climate changes,environmental pollution,the degradation of ecosystems and other issues result in a phenomenon that low carbon consumption has been becoming the times value of construction of ecological civilization and national economic development." Outline of the thirteenth five year plan for national economy and social development in People's Republic of China " expands a consumption concept to the focus on promoting the upgrading of consumption structure,guiding consumption transform to the smart,healthy,green,safe pattern,vigorously develop tourism industry," as the most significant part of low-carbon tourism consumption.Low-carbon consumption of hotels has become a hotspot in low-carbon tourism,in-depth study of tourists under the tourism situation between the relationship low-carbon consumer perception and low-carbon consumer intention has become an important part of transformation to promote the development of low-carbon city.Based on the theory of ABC theory,technology acceptance theory,planning behavior theory,and the model of technology acceptance,we introduce the influencing factors of perceived trust to expand the perceived dimension,introduce the personal environmental protection value as the low carbon consumption perception as the influencing factor,and finally determine the seven factors that affect the low carbon consumption intention of tourists.In addition,the demographic characteristics are added as the control variables of the research model to form the influencing factors model of the tourists' low carbon consumption intention.About empirical research aspect,this article is based on the former literature,theoretical research results,selects tourists visited Hangzhou and to stay in the hotel for overnight visitors as the research object.The data were collected by tools of SPSS20?AMOS21,and the statistical analysis to verify the logical relationship between variables,then the research model was revised.The results show that the selectivity of low-carbon products and personal consumption values are the main influencing factors of tourists'perceived value.Perceptions of cash register,perceived cost and perceived trust all affect the low-carbon consumption intention tourists.Different people to low carbon consumption will have significant differences.Based on the above conclusions,this paper puts forward the following suggestions to improve the operation and management of low-carbon hotel transformation enterprises:to strengthen the low-carbon hotel tourism promotion,to create a low-carbon situation attraction;to improve the hotel management,strengthen the service model;establish tourist incentives,promote low carbon concept,creating the accounts of tourist hotel carbon emissions according to the rules of the carbon trading market,and other specific implementation recommendations.