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| The Driving Factors and Intervention Paths of Tourists’ Intention Participating in Low-carbon Tourism: Basedon Theory of Planned Behavior |
| HU Bing1,FU Yunxin1,XIONG Yuanbin1 |
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Abstract To reveal the driving factors and formation mechanism of tourists’ intention participating in low-carbon tourism, basedontheoryofplannedbehavior, this research tests the effects of attitude toward the behavior, subject norm and self-efficacy on low-carbon tourism intention. Through the structure equation model analysis based on 512 samples data, the authors show:（1）Attitude toward the behavior and self-efficacy has positive significant impact on low-carbon tourism intention, and attitude toward the behavior has the greatest impact on low-carbon tourism intention;（2）Although subjective norm fails to act directly on the low carbon tourism intention, however, the relationship between low-carbon tourism intention and attitude toward the behavior, self-efficacy are negatively moderated by subjective norm. Based on the above conclusions, the authors propose intervention paths and managerial implicationstourists’ intention participating in low-carbon tourism.
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Received: 25 April 2014
Published: 15 August 2014
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Corresponding Authors:
HU Bing
E-mail: bing@whu.edu.cn
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2014, Vol. 
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