基于TPB和TSR模型构建的乡村旅游者行为意向研究

Recreational behavior and intention of tourists to rural scenic spots based on TPB and TSR Models

利用计划行为理论(TPB)和自我调节理论(TSR)模型构建,深入探讨乡村旅游地游客旅游行为意向的差异,进行测量模式与结构模式的验证。结果表明:(1)TPB与TSR模型构建用于研究乡村旅游地游客行为意向具有良好的解释力,且具有复核效化的模型稳定性。(2)TSR和TPB模型构建用于不同类型游客乡村旅游行为意向解释力有各自的优势,当游客面临出游的内外部限制力愈强,即乡村旅游地游客对知觉行为控制变量因素考虑过多时,TPB模型的优势性就愈为突出,反之,TSR模型的适用性愈强。(3)乡村旅游地情感认同是影响乡村旅游行为意向的重要因素,对态度和愿望有正向影响,不同类型游客对于乡村旅游地主观规范和知觉行为控制的影响力存在差异。(4)TSR模型的乡村旅游地情感认同—行为态度—愿望—选择意向相较于TPB模型能够凸显预测和解释的优势性。

This paper uses the Theory of Planned Behaviors （TPB） and the Theory of Self- Regulation （TSR） models to construct an in-depth study of the differences in the rural tourists＇ intention behavior, and to verify the measurement mode and structural modeling. The results show that： （1） TPB and TSR models could well explain the rural tourists＇ intention behavior, and the cross-validation of the models are stabilized. （2） TPB and TSR models have their own advantages in explaining the rural tourists＇ intention behavior to rural tourism destination： the stronger the interior and exterior limitations faced by tourists （i.e. when tourists to rural tourism destination pay more attention to conscious behavior control）, the more effective the TPB model is; on the contrary, the TSR model would be more applicable. （3） The rural tourists＇ affective commitment is an important factor influencing rural tourists＇ intention behavior, and it has a positive impact on the attitude and expectation of rural tourists. In addition, different kinds of tourists have varied influences on their subjective regulation and conscious behavior control for rural tourism destination. （4） In TSR model, the rural tourists＇ affective commitment-behavior attitude-expectation-intention could highlight the advantages of prediction and interpretation compared to the TPB model. In the TSR model, the expectation of rural tourism destination has a greater influence on rural tourists＇ intention behavior, and the influences of rural tourists＇ affective commitment and behavioral attitude have differences with types of tourists on rural tourists＇ behavior intention. The findings of this study provide insights into understanding the differences of tourist behavioral intention among different types of tourists in rural tourism. The practical implications of the findings will be very useful for rural tourism development and for rural tourism destination marketing. When we implement the rural tourism marketing strategies, it is important to take account of the concerns of different groups of tourists, to stimulate non-targeted groups＇ understanding of rural tourists＇ behavioral intention and their participation in building supportive social environment, and also to guide the protection and development of rural tourism landscape.