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Position: Home > Articles > Study on the Behavioral Intention of Potential Tourists in Health and Well-being Tourism——Based on the Theory of Planned Behavior Forestry Economics 2019 (3) 33-39+71

森林康养潜在游客的行为意向研究——基于计划行为理论视角

作  者：
谢灯明;何彪;蔡江莹;杨璇;朱连心
单  位：
海南大学旅游学院;海南大学经济与管理学院
关键词：
森林康养旅游;行为意向;计划行为理论;结构方程模型
摘  要：
文章以森林康养旅游潜在游客为研究对象,基于计划行为理论(TPB)构建结构方程模型,分析了潜在游客选择体验森林康养旅游的决策机制。实证结果表明:(1)有超七成的被调查者评价自己之前不了解或完全不了解森林康养,说明森林康养旅游整体品牌形象尚未建立;(2)行为态度、主观规范和感知行为控制3个因素会显著正向影响潜在游客选择体验森林康养旅游的行为意向;(3)主观规范显著正向影响行为态度和感知行为控制,同时在行为态度和行为意向之间发挥负向调节作用。
译  名：
Study on the Behavioral Intention of Potential Tourists in Health and Well-being Tourism——Based on the Theory of Planned Behavior
作  者：
Xie Dengming;He Biao;Cai Jiangying;Yang Xuan;Zhu Lianxin;School of Tourism, Hainan University;School of Economics and Management, Hainan University;
关键词：
health and well-being tourism;;behavioral intention;;planned behavior theory;;structural equation model
摘  要：
This paper took health and well-being tourism potential tourists as the research object, constructed struc-tural equation model based on TPB, and analyzed the decision-making mechanism of potential tourists' choice of experiencing health and well-being tourism. The empirical results showed that:(1)more than 70% of the respon-dents evaluated themselves unknown and entirely unknown health and well-being tourism, indicating that the over-all brand image of health and well-being tourism had not been established;(2)behavioral attitude, subjective norms and perceived behavioral control significantly positively affected potential tourists' behavioral intention to experi-ence health and well-being tourism;(3)subjective norms significantly positively affected behavioral attitudes and perceived behavioral control, while exerting a negative moderating role between behavioral attitudes and behavioral intentions.

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