Behavior Intention of Tourists’ Low-carbon Tourism under the “Dual-carbon” Goal: An Integrative Model of the Theory of Planned Behavior and Norm Activation Model

This paper used the Theory of Planned Behavior ((TPB) and Norm Activation Model (NAM) to construct a theoretical framework of low-carbon tourism behavior intention influencing factors. The results showed that attitude is the strongest influencing factor, tourists’ participation in low-carbon tourism attitude is affected by their emotions and ecological value related to humanistic harmony, and the new ecological paradigm and time-saving also have a significant impact on behavioral intention, but the effect of money-saving factors is not significant. The comprehensive model developed in this study can predict the intention of tourists’ low-carbon tourism behavior and help relevant departments put forward countermeasures and suggestions combined with the research conclusions.