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Examining the energy literacy of tourism peasant households in rural tourism destinations

ABSTRACT Through questionnaires and interviews, we investigated the energy literacy characteristics of tourism peasant households in rural tourism destinations and distinguished the predictors of energy conservation behavior. The questionnaires show that the peasant households seem literate in energy; however, our interviews do not support this statement. There are significant correlations between energy knowledge, affect and behavior. Energy affect has the most remarkable impact on energy conservation behavior. These findings allow us to provide empirical evidence that attention must be poured into the energy as well as the low-carbon governance of extensive rural tourist destinations.