Study On The Driving Factors Of Tourists' Low-carbon Consumption Behavior In Hotels Of Wutaishan Scenic Area

Buddhist culture is an important component of Chines excellent traditional culture,which has a profound impact on Chinese people in terms of shaping values and norms of behavior.There are abundant ecological thoughts in Buddhist culture,which provide the ideological basis for the construction of low-carbon cultural society,and have important theoretical guiding significance for the construction and concrete practice of low-carbon society in China.In order to clarify the influence path of Buddhist ecological thought on consumers' low-carbon consumption behavior,this paper takes Wutai Mountain scenic spot as a typical research area and constructs a driving factor model of low-carbon consumption behavior of tourists in Buddhist cultural situation based on low-carbon economy theory,the theory of rational behavior and the theory of planned behavior.Then,this paper analyzes the characteristics of tourists' low-carbon consumption behavior in hotels of Wutai Mountain Scenic Spot and its driving factors by using descriptive statistical methods,factor analysis,cluster analysis and structural equation model,the essence of which is to discuss the problem of “how low-carbon culture affects low-carbon behavior” in a micro-perspective.The research results show that:(1)The customers of economic hotels in Wutaishan Scenic Area can be divided into three categories: “low-carbon customers”,“non-low-carbon customers” and “selective low-carbon customers” according to their low-carbon consumption behavior characteristics;The customers of star hotels can be divided into three categories: “low-carbon customers”,“non-low-carbon customers” and “low-carbon customers who are concerned about consumption experience and service quality”.(2)There is no significant difference between the customers of economic hotels and the customers of star hotels in cooperating with the hotels' low-carbon measures,water and electricity saving behaviors,but in terms of paying higher fees to support low-carbon hotel construction and the use of disposable items in hotels,there are significant differences between them.Star hotel customers pay more attention to consumption experience and hotel service quality in low-carbon consumption,while economic hotel customers attach importance to their own interests who will hesitate for low-carbon consumption when it involves their immediate interests.(3)In the situation of Buddhist cultural tourism,the impact of Buddhist ecological thoughts and low-carbon concepts on the low-carbon consumption behavior of tourists in hotels need to be determined by tourists' knowledge of Buddhist ecological thoughts(knowledge),tourists' attitudes towards Buddhist ecological thoughts and culture(attitudes),tourists' perception of the difficulty for practicing Buddhist ecological idea(perceived behavior control),the contextual atmosphere of Buddhist culture in scenic areas(contextual atmosphere)and activities of cultural propaganda or experience in scenic spots(eco-ideological interpretation).(4)The driving effects of the five driving factors on the low-carbon consumption behavior of tourists in hotel need to be transmitted through low-carbon consumption intention,which verifies the conclusion in the theory of planned behavior that the behavior of individuals can be predicted according to their behavior intention.The current research on the relationship between Buddhist ecological culture and low-carbon consumption behavior is still rare.Therefore,exploring the influencing factors of tourists' low-carbon consumption behavior in hotel and its influence path from the perspective of Buddhist ecological culture is the biggest highlight of this study.However,the research on consumer behavior in this paper is limited to the hotel industry,so the scope of this research needs to be expanded.