Research On The Influence Factors Of Low Carbon Consumption Behavior In Rural Tourism

As environmental problems getting more and more society's attention,the consumer's environmental protection consciousness also gradually enhanced,consumption concept also slowly began to shift to a low-carbon consumption.While in the process of the rapid development of rural tourism,many problems have been exposed,but rural tourism with the advantages of green consumption,low emissions,so should further play in the development of low carbon advantages,development of low carbon consumption.At present,most of the scholars from the aspects of motivation and decision making research on the consumption behavior of rural tourism,this paper attempts to convert the traditional research mode,the low carbon consumption into rural tourism development,the necessity of rural tourism consumption and low-carbon development;try to introduce the theory of planned behavior model and the theory of interpersonal behavior model,and by the analysis of the consumption behavior of rural low carbon tourism.At present,many foreign scholars have used the theory of planned behavior to discuss and study the consumer behavior of the tourism industry.However,the relevant research abroad can't fully explain the rural tourism consumption behavior.The influence on low carbon consumption behavior research factors were reviewed,and related research on rural tourism,based on the theory of planned behavior,the introduction of variable factors of external influence,construction and puts forward the research hypothesis of rural tourism low carbon consumption model.This study on the basis of previous studies,the independent development of the questionnaire,through the rural tourism attractions in Yong Chun County village of Da Yu field questionnaires,and the use of SPSS 19.0 to collect the data reliability and validity analysis,factor analysis,combined with the hierarchical regression analysis to verify this hypothesis.The control has a positive effect on low carbon consumption behavior through the behavioral attitude,subjective norms,moral control and behavior,and further verify the low carbon consumption product comfort and scenic environment of rural tourism in the tourism low carbon consumption intention into the behavior has a significant positive effect of mediation.At the end of this paper,according to the results of empirical analysis,the results of the study are discussed,the shortcomings of existing research are analyzed,and the future research directions in this field are prospected.