Tourists'perception differences in the tourism eco-label certification and their influencing factors
An eco-label certification is a key approach to realizing the ecological value of tourism resources.With the strategic guidance of prioritizing eco-environmental progress and pursuing green development,the tourism eco-label certification can stimulate the advantage of exclusionary market competition.The perception of beneficiaries directly influences the implementation effects of eco-label certification and the decision-mak-ing behaviors of consumers.With the eco-label of"green hotel"as the example,this paper analyzes the het-erogeneity of perceptions for the tourism eco-label certification among the tourists with different economic and social attributes,and explores the principles for improving the incentive effect of tourism eco-label certification.The results show that tourists'perceptions for the impact of eco-label certification present the two-sidedness with the positive perception factors and the negative ones.Comparatively,domestic tourists have a stronger positive perception of tourism eco-label certification.According to the distribution law of the perception differences in the tourism eco-label certification,the tourists can be divided into three types:"en-thusiastic supporters","rational supporters"and"strong opponents".The proportions of perception among the different types of tourists are significantly distinct.However,the tourists with low perception have the poten-tial to be transformed into those with high perception,which signals the direction for the tourism management departments to strive for.There is an inherent correlation between the economic and social attributes of stakeholders and perception variables.Among the tourists with different genders,ages,educational levels,occu-pation types,and income levels exist the significant differences in the perception of tourism eco-label certi-fication.The conclusions are of typical significance for implementing the precise green marketing in tourism management,designing the tourism eco-label certification process,and strengthening eco-tourism education and training.
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