绿色消费理念下旅游电商低碳运营模式研究

Research on Low-Carbon Operation Mode of Tourism E-Commerce under the Concept of Green Consumption

摘要: 在“双碳”目标推进与绿色消费理念普及的背景下，旅游电商作为旅游产业数字化与低碳化融合的核心载体，其低碳运营成为推动旅游业绿色可持续发展的关键路径。本文以绿色消费理论、平台经济理论、低碳发展理论为基础，构建“需求–平台–供给”闭环分析框架，深入探究绿色消费驱动旅游电商低碳运营的内在机制，明确需求牵引、技术赋能、制度约束三大核心机制的运行逻辑，构建数字技术驱动、绿色供应链、碳信息治理、用户参与四种低碳运营模式，并提出“政府引导、平台主导、企业支撑、消费者参与”的多主体协同机制。研究表明，绿色消费需求是旅游电商低碳转型的核心动力，数字技术与绿色供应链构建是关键路径，多主体协同是实现低碳运营的重要保障。最后，从政府、平台、企业、消费者四个维度提出针对性政策建议，为旅游电商行业低碳转型提供理论支撑与实践参考，助力“双碳”目标在旅游领域落地。

Abstract: Against the background of the advancement of the “dual carbon” goal and the popularization of the green consumption concept, tourism e-commerce, as the core carrier of the integration of digitalization and low-carbonization in the tourism industry, its low-carbon operation has become a key path to promote the green and sustainable development of the tourism industry. Based on the green consumption theory, platform economy theory and low-carbon development theory, this paper constructs a closed-loop analysis framework of “demand-platform-supply”, adopts the literature research method and case analysis method, deeply explores the internal mechanism of green consumption driving the low-carbon operation of tourism e-commerce, clarifies the operation logic of the three core mechanisms: demand traction, technology empowerment and institutional constraint, constructs four low-carbon operation modes including digital technology-driven, green supply chain, carbon information governance and user participation, and proposes a multi-subject collaborative mechanism of “government guidance, platform leadership, enterprise support and consumer participation”. The research shows that green consumption demand is the core driving force for the low-carbon transformation of tourism e-commerce, the construction of digital technology and green supply chain is the key path, and multi-subject collaboration is an important guarantee for realizing low-carbon operation. Finally, targeted policy suggestions are put forward from the four dimensions of government, platform, enterprise and consumer, providing theoretical support and practical reference for the low-carbon transformation of the tourism e-commerce industry and helping the “dual carbon” goal land in the tourism field.