工商管理学院知识库

   Traditionally, tourism has been seen as an industry that does not consume too much energy, emits less carbon dioxide, and has less impact on the natural environment. This view is so ingrained that we often overlook the energy footprint behind tourism activities. In fact, with the rapid growth of tourism, the energy demand generated by it has also exploded. Tourism-related businesses such as hotels, resorts, and restaurants tend to use large amounts of energy in their quest to maximize profits, which includes not only electricity and fuel oil, but also other forms of energy such as heat and water. The large consumption of these energy sources will undoubtedly increase the emission of greenhouse gases, which will have a negative impact on the environment and climate.In this regard, Europe and other regions put forward the concept of tourism eco-labeling as early as the 90s of the 20th century, aiming to optimize the level of regional tourism eco-efficiency and promote the sustainable development of tourism. As the core space support for the prosperity and development of the tourism industry, tourism destinations play a pivotal role, and the promotion of green development is not only one of the effective means to achieve carbon neutrality in tourism, but also the only way to promote the sustainable development of tourism. Through the implementation of green development strategies, tourism destinations can significantly reduce energy consumption and carbon dioxide emissions, thereby mitigating the negative impact on the environment and climate, and laying a solid foundation for building a low-carbon and environmentally friendly tourism industry system.

   In view of the fact that some scholars have introduced the concept of "carbon neutrality" into tourism research and more and more tourist destinations are planning to become carbon neutral tourism destinations, this paper selects the tourism ecological label of "carbon neutral scenic spots" as the research focus.Through the research, this paper aims to have a more comprehensive understanding of the role played by the "carbon neutral scenic spot" tourism eco-label in shaping the image of tourist destinations, in order to provide theoretical support and practical guidance for the sustainable development of tourism. At the same time, based on the above research, this paper explores the direct impact of the tourism ecological label of "carbon neutral scenic spot" on tourists' post-trip behavior and whether it indirectly affects tourists' post-trip behavior through the destination tourism image, so as to increase the research value.

   First of all, this paper selects Jiulongkou Tourist Resort in Jianhu County, Yancheng City as the case study site, and after careful preparation of pre-survey and formal research, the study uses SPSS and AMOS software to conduct an in-depth analysis of the collected survey data, and the results show that: (1) The tourism ecological label of "carbon neutral scenic spot" has a significant positive impact on the image of tourist destinations. Cognitive image and emotional image have a significant direct positive impact on the overall image, and the emotional image plays a mediating role between the cognitive image and the overall image. In addition, this paper also confirms the mediating role of cognitive image and emotional image between the tourism ecological label and the overall image of "carbon neutral scenic spots", and the chain mediating role of cognitive image and emotional image. (2) Factors such as gender, age, education and occupation of tourists have a profound impact on their perception of tourism ecological labels and tourism destination images. (3) There was a significant impact between the image of tourist destinations and tourism ecological labels, but there was no significant relationship between them and tourists' post-trip behavior. Finally, makes the following recommendations for the major tourism enterprises represented by Jiulongkou Scenic Area: The first is to give the tourism ecological label the correct value orientation and enhance the emotional resonance of tourists; the second is to focus on promoting tourism ecological labels, creating a green image and enhancing popularity; the third is to reasonably segment the market and achieve green marketing; fourth, improve infrastructure construction and improve service levels.