基于TPB拓展模型游艇旅游行为意向影响机制研究

The influence mechanism of yachting tourism behavioral intention based on an extended theory of planned behavior model

在改进计划行为理论(TPB)模型基础上,引入人口特征和游艇文化变量,构建游艇旅游行为意向的影响机制模型,以实地调研和问卷调查作为数据来源,运用结构方程模型(SEM)实证检验影响旅游者参与游艇旅游行为意向的主要因素及其作用机制。研究表明:当前我国旅游者参与游艇旅游的意向较高;旅游者的行为态度、主观规范、感知行为控制和游艇文化是影响其选择游艇旅游活动的重要因素;旅游者的行为态度、游艇文化2个变量对游艇旅游行为意向具有显著的正向影响;主观规范和感知行为控制均通过行为态度这一中介变量间接影响游艇旅游行为意向。

Based on the extend theory of planned behavior（TPB） model, this study aims to establish the influence mechanism of yachting tourism behavioral intention, which includes characteristics of tourists, yachting culture, and the components of TPB. To examine the hypothesis model, the study performs a survey with field research and questionnaire, then verifies construct validity, variable reliability, and research hypotheses by using structural equation modeling（SEM）. The research reveals several important findings. Firstly, now the yachting tourism behavioral intention is high in China. Secondly,these factors, such as behavior attitude, subject norm, perceived behavioral control and yacht culture are the important factors affecting tourists choice of yacht tourism activities. Thirdly, behavior attitude and yachting culture have direct impact on behavioral intention and are the most vital predictive variable in the extended model. Then, subject norm and perceived behavioral control has no direct impact on behavioral intention, but they can affect tourists＇ yachting tourism behavioral intention indirectly with fully mediating effect of behavior attitude. Finally, suggestions are provided to stimulate and guide yachting tourism development in China.