“双碳”战略对低碳旅游意愿的作用路径——基于消费认知视角的中介检验

Action path of “double carbon” strategy on low carbon tourism willingness——Intermediary test from the perspective of consumer cognition

“双碳”战略引发各行各业的低碳响应,促进生活生产方式的绿色低碳转型,激发公众的低碳生活意识.低碳旅游是旅游业践行“双碳”战略的重要内容,研究“双碳”战略下公众低碳旅游意愿,旨在扩展需求端的低碳旅游研究,探索旅游发展服务“双碳”战略路径.本文使用问卷调查法和Bootstrap法,引入事件系统理论与计划行为理论,构建“事件—认知—意愿”路径,分析事件强度对公众低碳旅游意愿的作用机制,对377份网络问卷分析,得出结论:(1)“双碳”战略的新颖性认知、颠覆性认知及关键性认知对低碳旅游认知和意愿具有正向影响作用;(2)低碳旅游认知会增强公众的低碳旅游意愿;(3)低碳旅游认知在“双碳”的时间强度认知与低碳旅游意愿中发挥部分正向中介作用.并根据研究结论得出旅游发展在顺应和支持“双碳”战略方面的启示.

The“double carbon”strategy has triggered low-carbon responses from all walks of life,promoted the green low-carbon transformation of the way of life and production,and stimulated the public’s awareness of low-carbon life.Low carbon tourism is an important part of the tourism industry’s implementation of the“dual carbon”strategy.Studying the public’s willingness to low-carbon tourism under the“dual carbon”strategy aims to expand the demand side of low-carbon tourism research and explore the“dual carbon”strategic path of tourism development services.This paper uses the questionnaire survey method and Bootstrap method,introduces the event system theory and planned behavior theory,constructs the“event cognition will”path,analyzes the mechanism of the event intensity on the public’s willingness to low-carbon tourism,and analyzes 377 online questionnaires.The conclusions are as follows:(1)The novelty cognition,subversive cognition and key cognition of the“dual carbon”strategy have a positive impact on the cognition and willingness of low-carbon tourism;(2)Low carbon tourism awareness will enhance the public’s willingness to low-carbon tourism;(3)Low carbon tourism cognition plays a positive mediating role in the“dual carbon”time intensity cognition and low carbon tourism willingness.And according to the research conclusions,draw the inspiration of tourism development in adapting to and supporting the“double carbon”strategy.