REARCH ON THE INFLUENCE PATH OF RURAL TOURIST' LOW-CARBON TOURISM BEHAVIOR UNDER THE AIM OF“CARBON PEAKING AND CARBON NEUTRALITY”: BASED ON THE MIXED METHOD ANALYSIS OF SEM AND fsQCA
MA Jia-yao, LI Jiu-quan, CHANG Fang
Institute of Human Geography and School of Tourism, Xi'an International Studies University, Xi'an 710128, China
Abstract：This study integrated the theory of planned behavior and the theory of value-belie-norm, and on the basis of using structural equation model (SEM) to explore the independent role of antecedents of rural tourists' low-carbon tourism behavior, this study uses fuzzy set qualitative comparative analysis (fsQCA) to explore the multiple combination condition configuration of low-carbon tourism behavior, so as to reveal the influence path of rural tourists' low-carbon tourism behavior: 1) Eight endogenous factors are the core influencing factors of low-carbon tourism behavior of rural tourists, and they constitute five path formation types of low-carbon tourism behavior of rural tourists, namely cognitive-oriented, value-oriented, regulation-oriented, behavioral-attitudinal oriented and self-oriented. 2) Subjective norms, perceived behavior control and behavior attitude constitute sufficient conditions for the generation of low-carbon tourism behavior, while lowcarbon values, ethics, behavior attitude and perceived behavior control are the four necessary conditions; 3) Subjective norms, perceived behavioral control and low-carbon tourism behavioral attitude can positively predict the low-carbon tourism behavioral intention of rural tourists. 4) Responsibility attribution is difficult to drive low-carbon tourism behavior of rural tourists.
马嘉遥, 李九全, 常芳. “双碳”目标下乡村游客低碳旅游行为影响路径研究——基于SEM和fsQCA混合方法分析[J]. 人文地理, 2024, 39(4): 171-181.
MA Jia-yao, LI Jiu-quan, CHANG Fang. REARCH ON THE INFLUENCE PATH OF RURAL TOURIST' LOW-CARBON TOURISM BEHAVIOR UNDER THE AIM OF“CARBON PEAKING AND CARBON NEUTRALITY”: BASED ON THE MIXED METHOD ANALYSIS OF SEM AND fsQCA. HUMAN GEOGRAPHY, 2024, 39(4): 171-181.
