大学生森林康养旅游行为意向差异研究

Study on Forest Health Tourism Behavioral Intention Differences of College Students

【目的】调查三明学院大学生森林康养旅游行为意向差异,旨在开发大学生森林康养旅游产品。【方法】利用计划行为理论、主成分分析法、多元线性回归分析法、独立样本t检验和单因素方差分析法等对大学生森林康养旅游行为意向的影响因素及差异性进行分析。【结果】大学生森林康养旅游行为态度、主观规范、感知行为控制对行为意向均存在显著正向影响,影响力排序为:感知行为控制>行为态度>主观规范。女生和1年级大学生均在森林康养旅游行为态度方面持有更高的认同度,男生在森林康养旅游感知行为控制方面持有更高的认同度,海外学院大学生对森林康养旅游行为态度和行为意向的认同度均最高。【结论】被调查大学生森林康养旅游感知行为控制对行为意向的影响力最高,海外学院大学生是参与森林康养旅游的最佳潜在顾客。建议开发经济型、适合海外学院大学生的森林康养旅游产品。

【Objectives】To Investigate the differences in forest health tourism behavior intentions of students from Sanming University and develop college students'forest health tourism products.【Methods】The planning behavior theory,principal component analysis,multiple linear regression analysis,independent sample t-test,and one-way variance analysis were applied to analyze the influencing factors and differences of college students’forest health tourism behavior intention.【Results】College students’forest health tourism behavior attitude,subjective norms,and perceived behavior control all showed significant positive effects on behavior intention,and the influence order was:perceived behavior control>behavior attitude>subjective norms.Females and freshmen showed a higher degree of recognition in the attitude of forest health tourism behavior,males performed a higher degree of recognition in the perceived behavior control of forest health tourism,and overseas college students had the highest degree of recognition in the attitude and behavior intention of forest health tourism.【Conclusions】The perceived behavioral control of forest health tourism had the highest influence on behavior intention,and overseas college students were the best potential customers participating in forest health tourism.It is suggested to develop economical forest health tourism products for college students and focus on the development of the overseas college students market.