Deconstructing consumers' low-carbon tourism promotion preference and its consequences: A heuristic-systematic model

In the context of low-carbon tour promotion, consumers lack the motivation to translate environmental awareness into practical action; moreover, it is unclear which form of promotion is the most effective for travel agencies. Thus, this study considers consumers' preference for low-carbon promotion as an entry point and adopts the best-worst scaling method to analyze their preference characteristics. In addition, it introduces a heuristic-systematic model to analyze the influence of consumer preferences on travel agency image and lowcarbon tourism behavior intention. The results show that consumer preferences are deconstructed into different types of tourism experiences according to heuristic and systematic paths, such that they create a positive effect on image evaluation and behavioral intentions. This study reveals the significance of consumer preference in low-carbon tour promotion scenarios, which helps break the promotion deadlock and promote tourism enterprises to optimize their service design.