A Study on Young Tourists' Cognition,Willingness and Behavior towards Low-Carbon Tourism

Low-carbon tourism, as a new form. of tourism that adapts to the development of the times, which has received widespread attention from domestic and international scholars in recent years. Based on the Theory of Planned Behavior. and the ABC Theory of Attitude, this study establishes a cognitive behavior. model of low-carbon tourism for young tourists. Through questionnaire surveys and analysis, it discusses the relationship between young tourists' cognition, attitude, and behavioral intention of young tourists in Beijing Botanical Garden towards low-carbon tourism. The research findings indicate that: Firstly, young tourists generally have a high level of cognition about low-carbon tourism, recognizing the impact of tourism activities on carbon emissions and the importance of low-carbon tourism for environmental protection. Secondly, subjective norms, positive attitudes towards low-carbon tourism, and perceived behavioral control all have a significant positive impact on young tourists' behavioral intentions towards low-carbon tourism. Thirdly, awareness of low-carbon tourism also directly positively influences behavioral intentions, further emphasizing the importance of enhancing awareness in promoting low-carbon tourism. Based on these findings, this paper proposes counter measures to encourage young tourists to engage in low-carbon tourism: governments, tourism enterprises, and social organizations should jointly conduct promotional activities to raise youth awareness; create a low-carbon tourism environment and improve facilities; and strengthen social norms to foster positive attitudes