| With the rapid development of tourism,a large number of tourists come into the tourist destination,and the stay and visit behavior in the destination brings huge traffic demand,which brings greater demand and pressure for the original traffic in the destination.Therefore,the traffic behavior of tourists has become a hot issue in reality and academic research.This paper focuses on the tourists after they reach the destination,and then the tourists will pay more attention to the traffic behavior in the tourism destination The influence mechanism of the choice of green means of transportation for the destination is discussed.The influence mechanism model of the choice of green means of transportation for the tourists is constructed,and the internal mechanism of the influencing factors is explored,so as to propose policy suggestions for the guide tourists to choose green means of transportation and provide more satisfactory tourism transportation for the tourists.Firstly,this paper constructs the tourists' green traffic awareness in the destination.Then,based on the two theories of studying tourists' environmental responsibility behavior: the theory of planned behavior and the theory of normative activation,combined with the characteristics of tourists' demand for vehicles in the destination,this paper constructs the influence mechanism model of tourists' green traffic mode selection,referring to the previous tourists' environmental responsibility behavior In order to study the influencing factors,the influencing mechanism scale for measuring the choice behavior of green transportation modes in tourist destinations is constructed.Each variable is set with 3-5 items,and 32 items are set in total.An empirical study is carried out on the tourists who have visited Beijing in 2019 and selected green transportation tools as the main tourism transportation in the tourism process,and spss24.0 and amos24.0 are used as the samples Samples were analyzed.After using exploratory factor analysis and confirmatory factor to test the reliability and validity of the questionnaire,delete the items with lower reliability to optimize the scale,and finally use structural equation model to demonstrate the proposed hypothesis,and analyze the influence path between the variables.The influence mechanism model of green transportation choice constructed in this paper includes eight variables: background factors,behavior attitude,personal norms,group norms,perceived behavior control,and demographic characteristics.The results are as follows:(1)behavior attitude,personal norms,group norms and perceived behavior control all have a significant direct positive impact.Among these four direct factors,behavior attitude and personal norms have a far greater impact on behavior intention than group norms and perceived behavior control Background factors directly affect behavior attitude to indirectly affect behavior intention and actual behavior,while perceived behavior control only affects behavior intention and can not directly affect actual behavior.(2)The attribute characteristics of green traffic and the background factors such as destination traffic environmental protection policy only have a direct impact on the behavior attitude.That is to say,the higher the cost performance of the vehicle itself is,the more it can meet the tourists' demand for the tourist traffic tool,the tourists will have a positive attitude towards the choice of the vehicle,and a positive attitude will generate a positive will,thus promoting the actual behavior.(3)Personal norms play a very important role in the influence mechanism model of tourists' choice of green transportation mode.If tourists have environmental awareness and realize that taking green transportation means in the process of tourism can bring positive effects to the ecological environment and traffic conditions of the destination,their willingness to choose green transportation means will be stronger.At the same time,tourists with environmental protection personal standards are more able to have a positive attitude towards the choice of green means of transportation,and also more able to accept the suggestions of travel companions on the choice of green means of transportation.Firstly,to cultivate tourists' positive attitude towards green transportation;secondly,to optimize green transportation facilities and services;thirdly,to strengthen tourists' personal standards of environmental protection. |
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