低碳旅游认知和意愿与行为差异分析——基于南宁市两组不同人群的实证分析

基于对南宁市424位受访者两个不同群体的问卷调查数据,采用Logistic函数模型和交叉分析方法,分别对学生群体和职业群体的低碳旅游认知和意愿影响因素以及意愿与行为差异进行了分析。结果显示:首先,影响学生群体与职业群体对低碳旅游认知程度的因素有差异,但也有相同影响因素。其次,影响学生群体低碳旅游意愿与影响职业群体低碳旅游意愿因素完全不同,两个群体没有相同影响因素。第三,两个群体的受访者均对低碳旅游的认知程度达到了3/5左右,表达愿意践行低碳旅游的人次超过了4/5,然而选择低碳出行方式、日常低碳行为和低碳旅游行为时,并未表现出一致性,远低于意愿人次。

BEHAVIORAL DIFFERENCE ANALYSIS ON COGNITION AND WILLINGNESS ON LOW-CARBON TOURISM: BASED ON THE CASE OF THE TWO GROUPS IN NANNING

In China,with the rapid development of the urbanization process and the increasing expansion of the urban agglomeration,the rural tourism becomes more and more thriving.The rural tourism does not provide a space of releasing themselves for busy city people,which fits the mainstream in today's society of the "return the nature,back to nature",but also it provides an opportunity of getting rid of poverty and enjoying the fruits of economic development in the past three decades for rural people.The purpose is to predict the prospects of the rural tourism,to provide the scientific bases for establishing the development plan of rural tourism,and then to promote the sustainable development of rural tourism in Nanning city.Thus,based on the survey on 424 respondents in two groups,in this paper,such problems are analyzed that they are the differences between a student group and an occupational group in cognitive degree of low-carbon tourism,willingness and their influencing factors as well as the differences between their willingness and their behavior by adopting logistic function and crosstabs.The results show as follows.Firstly,four factors with significant correlation are proved to influence students' cognition of low-carbon tourism.Secondly,factors influencing the two groups' willingness of low-carbon tourism are entirely different.Thirdly,the cognition of low-carbon tourism of both groups is up to 3/5,and more over 4/5 of the respondents are willing to put low-carbon tourism into practice.It can be concluded that even though people have willing of put low-carbon tourism in practice,but they do not necessarily take actual action.In fact,there is a distance between willing and real behavior.