水乡古镇旅游者低碳旅游行为影响因素分析——以昆山市周庄、锦溪、千灯古镇为例

An Analysis of the Influential Factors of Low Carbon Travel Behavior of Tourists in Ancient Water Towns: A Case Study of Zhouzhuang,Jinxi,and Qiandeng in China

旅游者低碳旅游行为是低碳旅游开发的关键。本文以昆山市的周庄、锦溪、千灯3个水乡古镇为案例地,通过文献分析法、访谈法、问卷调查法构建水乡古镇旅游者低碳旅游行为影响因素结构关系模型,探讨低碳旅游动机、低碳旅游环境、低碳环境教育、低碳旅游认知、低碳旅游参与意愿和低碳旅游行为之间的关系。研究发现:(1)在水乡古镇,低碳旅游动机、低碳旅游环境、低碳环境教育均对旅游者低碳旅游行为产生正向影响,低碳旅游认知、低碳旅游参与意愿均对旅游者低碳旅游行为产生极显著正向影响。(2)低碳旅游动机对旅游者低碳旅游认知产生正向影响,对旅游者低碳旅游参与意愿产生显著正向影响。低碳旅游环境对旅游者低碳旅游认知产生显著正向影响,对旅游者低碳旅游参与意愿产生正向影响。低碳环境教育对旅游者低碳旅游认知、低碳旅游参与意愿均产生正向影响。低碳旅游认知对旅游者低碳旅游参与意愿产生极显著正向影响。(3)古镇旅游者主要抱有亲近自然旅游动机,部分旅游者怀有低碳体验旅游动机;古镇低碳旅游环境主要体现在低碳交通方面;古镇主要开展了常规低碳环境教育;古镇旅游者对于低碳旅游主要表现为表层认知,深度认知缺乏;古镇旅游者主要具有普通低碳旅游参与意愿;古镇旅游者低碳旅游行为主要表现为低碳游览,低碳食宿表现也较好。在分析研究的基础上,针对性地提出提升古镇旅游者低碳旅游行为的策略建议,以期为古镇环境保护部门提供有价值的参考,促进景区低碳旅游环境建设。

Low carbon travel behavior of tourists is the key of low carbon tourism development. This paper took three ancient towns （Zhouzhuang, Jinxi, and Qiandeng） as cases in point, used six structural variables （low carbon tourism motivation, low carbon tourism environment, low carbon environmental education, low carbon tourism cognition, low carbon tourism participation willingness and low carbon travel behavior） to build a structural relationship model of the impact mechanism of low carbon travel behavior of tourists, and applied the SPSS social science statistical software and the AMOS structural equation model software to analysis the questionnaires. The results are ： 1 ） Low carbon tourism motivation, low carbon tourism environment, and low carbon environmental education all have positive impacts on the low carbon travel behavior of tourists, and low carbon tourism cognition and low carbon tourism participation willingness all have significant positive impacts on the low carbon travel behavior of tourists in the ancient towns. 2 ） Tourist motives have positive impact on the low carbon tourism cognition and significant positive impact on the low carbon tourism participation willingness of tourists; low carbon tourism environment has significant positive impact on the low carbon tourism cognition and positive impact on the low carbon tourism participation willingness of tourists ; low carbon environmental education has positive impact on the low carbon tourism cognition and the low carbon tourism participation willingness of tourists; and low carbon tourism cognition has significant positive impact on the low carbon tourism participation willingness of tourists. 3 ） Ancient town tourists mainly have close-to-nature tourism motivation while some have low carbon experience tourism motivation; the low carbon tourism environment of ancient towns mainly demonstrates in the low carbon transportation while the low carbon living environment needs to be strengthened; the ancient towns mainly conducted regular low carbon environmental education while the professional low carbon environmental education needs to be strengthened ; ancient town tourists mainly have shallow low carbon tourism cognition and lack the-in-depth low carbon tourism cognition; they mainly have common low carbon tourism participation willingness while some have confirmed low carbon tourism participation willingness ; the low carbon travel behavior of ancient town tourists mainly show in the low carbon sightseeing, and better performed in low carbon accommodation whi｜e the performance of low carbon transportation entertainment shopping needs to be improved. 4） The government encourages the development of low carbon tourism; the destination of tourism constructions low carbon scenic spot ; the enterprises of tourism design low carbon tourist route; the tourists practice low carbon travel; the coordinated development of the four factors is effective measures to promote low carbon tourism. On the basis of the analysis, the paper put forward some suggestions for promoting the low carbon tourism behavior of ancient town tourists and the construction of low carbon tourism environment in ancient towns.