基于计划行为理论的灾后重建景区旅游影响因素分析

An Analysis of the Influencing Factors on Tourist Intention to Disaster Reconstruction Tourism Area Based on the Theory of Planned Behavior

灾后重建景区的旅游资源非常独特,即有传统的自然和文化旅游资源,对灾后重建景区的旅游意愿的因素分析与解释也有其独特的方法与理论分析框架。本文以汶川旅游为例,从旅游价值链视角出发,基于计划行为理论,探讨了影响灾后重建景区旅游的因素;利用结构方程及其路径分析,研究发现灾后重建景区的旅游吸引力主要来自于地震遗迹和震后的当地生活方式等功能性因素,以及抗震救灾中体现出的抗震救灾精神和大爱精神等情感性因素,主观规范和感知控制也会显著影响旅游意愿。

The tourism resource in disaster reconstruction tourism area is very unique,containing both traditional natural and cultural tourism resource and dark tourism resource.Thus,the new method and theoretical framework is needed to analyze the influencing factors on tourist intention to disaster reconstruction tourism area.From the perspectives of tourism value chain,this paper explored the factors influencing tourist intention to Wenchuan based on theory of planned behavior.This paper found several important influencing factors using structural equation model and path analysis： the earthquake remains and the lifestyle in the area are important functional factors attracting tourists;the spirit of earthquake relief work and big love is the important emotional factors attracting tourists;subjective norm and perceived behavioral control can also influence tourism intention.