Influential Factors of Tourists' Word of Mouth in Low-carbon Eco-tourism Scenic Spots-A Case Study of Xingwen Shihai

Abstract

With the rapid development of tourism, excessive carbon dioxide emissions and damaged environment, how to promote the low-carbon ecological development and economic development of scenic spots has become the highest priority at present. In order to explore the influential factors of tourists' word of mouth in low-carbon eco-tourism scenic spots, a questionnaire survey was conducted among 650 tourists in Xingwen Shihai scenic spot on word of mouth and the model was built. The data and models we used were validated and analyzed through SPSS22.0 and SmartPls3.0. It shows that the path coefficient of tourists' need satisfaction at basic level to the development level is 0.276, which positively affects tourists' satisfaction at development level; the path coefficient of tourists' need satisfaction at basic level to their low-carbon ecotourism experience is 0.151, which positively affects tourists' low-carbon ecotourism experience; the path coefficient of tourists' need satisfaction at development level to their low-carbon ecotourism experience is 0.618, which significantly and positively affects tourists' low-carbon ecotourism experience; the path coefficient of tourists' low-carbon eco-tourism experience on tourists' word of mouth is 0.907, which has a significant and positive effect on tourists' word of mouth.