Environmental Communication

As environmental concerns intensify, low-carbon emerges a movement within sustainable communication practices. However, the relationship between low-carbon policy and destination perception still remains unclear. This study aims to propose a model for assessing tourists' perceptions and low carbon behaviors under relative urban policies, with two Asian cities as cases to study. A total of 511 tourists were collected, it improved the Experience-Image-Satisfaction-Loyalty model (EISLM) with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results found that low-carbon policy and tourism experiences had a significant influence on both low-carbon tourism loyalty and destination loyalty.The difference between the two cities lies in the strength of influence from the low-carbon tourism destination image and low-carbon policy perceptions. Local authorities and tourism practitioners need to enhance tourists' perceptions of policies, to encourage more low-carbon travel to other destinations.