Research on the Transformation Path of Green Consumption in Rural Tourism in Sichuan Province

Abstract

Against the backdrop of the deepening of the "dual carbon" goals and the comprehensive implementation of the rural revitalization strategy, green consumption transformation is the core path to solving the difficulties in rural tourism development and achieving the synergistic transformation of ecological and economic value. As a major province in the country with rural tourism resources, Sichuan Province combines a diverse ecological foundation with the cultural endowment of Bashu. Despite its vast industrial scale, issues such as ecological pressure and homogeneous business formats under the traditional extensive development model are becoming increasingly prominent, making the demand for green upgrading urgent. From a theoretical perspective, it systematically explains the practical significance of Sichuan's rural tourism green consumption transformation in protecting the ecological foundation, activating the county economy, broadening farmers' income channels, and promoting the upgrading of the cultural tourism industry. It deeply analyzes the current challenges facing the transformation, such as an incomplete green supply system, insufficient consumption cognition and behavior transformation, lack of institutional standards and supervision, and weak professional talent support. It also proposes optimization paths from the perspectives of supply, consumption, institutions, and talent.