理性与道德双重驱动:游客碳补偿意愿影响机理研究——基于新疆天山世界自然遗产地的调查

The dual drives of rationality and morality:The mechanism in tourists’willingness to pay for carbon compensation

推动公众参与旅游碳补偿是实现旅游碳中和目标的有效手段。文中以新疆天山世界自然遗产地的678份游客调查样本为例,从理性和道德两个视角构建基于扩展理性行为理论和规范激活理论的分析框架,运用结构方程模型验证游客旅游碳补偿支付意愿的驱动因素。结果表明,在理性驱动因素方面,游客旅游碳补偿态度、碳排放风险感知和碳补偿政策认知正向影响游客碳补偿意愿,主观规范影响不显著;在道德驱动因素方面,游客的旅游碳排放后果意识会唤起环境责任意识,激发个体规范,进一步影响碳补偿支付意愿;社会规范在个体规范和碳补偿支付意愿关系中具有正向调节作用,以社会压力的形式修正游客环境道德标准从而提高碳补偿支付意愿。明晰游客碳补偿意愿影响机理可为旅游碳补偿政策制定者提供理论参考。

Promoting public participation in tourism carbon offsetting is an effective means to achieve the goal of tourism carbon neutrality.Taking 678 tourist survey samples from the Tianshan World Natural Heritage Site in Xinjiang as an example,we construct an analytical framework based on extended rational behavior theory and normative activation theory from two perspectives of rationality and morality,and use structural equation modeling to verify the factors that drive tourists'willingness to pay for the tourism carbon compensation.The results show that,in terms of rational drivers,tourists'attitudes toward carbon offset,carbon emissions risk perception and carbon offset policy cognition positively influence tourists'willingness to carbon offset,while subjective norms do not have a significant effect.In terms of moral drivers,tourists'awareness of the consequences of carbon emissions from tourism evokes a sense of environmental responsibility,stimulates individual norms and further influences willingness of carbon offset.Social norms have a positive moderating effect on the relationship between individual norms and willingness to pay for carbon compensation,and modify tourists'environmental ethics standards in the form of social pressure to improve the willingness to pay for carbon compensation.Clarifying the influence mechanism of tourists'willingness to pay for carbon compensation can provide a theoretical reference for tourism carbon compensation policy makers.