The dual drives of rationality and morality:The mechanism in tourists'willingness to pay for carbon compensation
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.
tourism carbon offsetrationality and ethicscarbon neutralityimpact mechanismsTianshan World Natural Heritage Site
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