AN EMPIRICAL STUDY ON THE LOHAS TRAVEL BEHAVIOUR OF STUDENTS IN YUNNAN’S UNIVERSITIES: FOCUSING ON THE AISAS MODEL

Against the backdrop of the increasing popularity of sustainable consumption and healthy living, LOHAS has emerged as a key value shaping tourist consumption. This study adopts the AISAS model as its analytical framework and targets university students in Yunnan as the sample population. By collecting 410 valid responses through a questionnaire and employing a combination of regression analysis and qualitative coding, we examine the chain transmission mechanism by which LOHAS lifestyle attitudes influence students’ tourism behavior. The findings indicate that LOHAS lifestyle attitudes exert an indirect effect on students’ tourism behavior through the sequential pathway from Information Attention to Participation Interest to Information Search to Consumption Action to Experience Sharing within the AISAS framework; among the entire chain, Information Search and Action serve as the most critical conversion hubs. Qualitative data further reveal that homogenized experiences and promotional distortion constitute the core impediments to student participation, while students’ suggestions concentrate on new media promotion and price discounts, revealing a structural misalignment between advice and complaints. This study broadens the application boundary of the AISAS model to value-driven travel behavior and provides empirical evidence for targeted marketing of ecotourism in Yunnan and market penetration among university students.