引入社会身份影响的旅游者碳消费效用评价扩展模型分析

The Extended Model for Evaluating the Utility of Tourists’ Carbon Consumption with Social Identity Adhibition

基于对旅游者同时作为“消费者”和“生产者”双重角色的认知,借鉴社会福利函数理论,文章设定旅游者的效用函数,并引入社会身份变量构建旅游者碳消费效用评价的扩展模型,分析异地情境下“低碳旅游者”身份对其行为决策的影响。模型中“低碳旅游者”身份的影响由“身份认同程度（α值）”和“身份对应的碳消费水平（C0）”两个变量进行刻画,通过解析发现,内化的低碳观念和情境因素将通过影响（α,C0）对旅游者碳消费行为产生影响。

In view of the dual role of tourists as both consumers and producers, this paper builds the utility function of tourists based on the social welfare fimction, and inhibits the social identity variable to establish extended model for evaluating the utility of tourists＇ carbon consumption, so as to analysis the affections of ＂low carbon tourists＂ social identity on tourists＇ behavioral decision making under remote situation. In the model, the affection of ＂low carbon tourists＂ social identity is described by ＂sense of identity （a）＂ and ＂carbon consumption level （Co）＂. Through this analysis, we can gain that the internalized ideas of low carbon consumption and situation factors will influence the tourists＇ behavior through （a, Co）.