森林康养潜在游客感知风险对行为意向影响研究

Study on the Influence of Perceived Risk of Potential Forest Health Tourists on Behavior Intention

在森林康养旅游情境下,引入游客感知风险概念,构建计划行为理论拓展模型,运用SPSS 22.0和AMOS 17.0软件,依据247份有效问卷数据,实证分析森林康养潜在游客感知风险影响行为意向的结果表明:森林康养潜在游客的行为态度和感知行为控制会显著正向影响行为意向;主观规范和感知风险会显著正向影响行为态度;感知风险对行为态度和行为意向均产生显著负向影响,行为态度在感知风险与行为意向之间发挥部分中介作用。因此,管理方应提高森林康养旅游的曝光度,加强宣传森林康养旅游的基本产品和服务内容,提升服务质量、安全保障以达到正向口碑的效果。

⑴Background——China's forest health tourism is in the initial stage and has a good momentum of development,but at present,there is a lack of clear direction for the supply and demand of the forest health tourism market.Therefore,from the perspective of perceived risk,it is of theoretical and practical significance to study potential tourists'attitudes and intentions towards forest health tourism.⑵Methods——Interceptive sampling was used to distribute questionnaires on the spot.The survey was conducted in places with large flow of people such as entrances and exits of major shopping malls in Haikou City,and 247 valid sample data were obtained.SPSS22.0 was used to analyze the sample data by exploratory factor analysis,including CITC test,reliability and validity test.AMOS17.0 was used to analyze the sample data by confirmatory factor analysis,and the fitting index and hypothesis test results of the model were obtained.⑶Results——First,behavior attitude and perceived behavior control of potential forest recreation tourists have a significant positive impact on behavioral intention,while subjective norms have no positive impact on behavioral intention.Behavioral attitude is the primary factor affecting behavioral intention,which is supported by the sample data.At the same time,compared with behavioral attitude,perceived behavioral control has less effect on behavioral intention.Second,the subjective norms of Forest Recreation potential tourists have a significant positive impact on behavioral attitudes,while perceived behavioral control has no effect on behavioral attitudes.Because when the important person suggests or recommends the behavior subject to choose the experience of forest recreation tourism,the probability of this behavior often increases significantly,and when the important person holds the objection,the behavior subject also thinks that it is unnecessary to take place,that is,it does not feel the pressure to implement the behavior.Tired,perceived risk has a significant negative impact on both behavioral attitudes and behavioral intentions,while behavioral attitudes play a part of the mediating role between perceived risk and behavioral intentions.There is an indirect effect between perceived risk,behavioral attitude and behavioral intention.The ratio of indirect effect to point estimate of total effect(representing the ratio of mediating effect to total effect)is 0.355,indicating that behavioral attitude plays a partial intermediary role between perceived risk and behavioral intention.This conclusion is consistent with the findings of some scholars,indicating that potential tourists'perceived risk has a significant negative impact on behavioral intention through the mediation of behavioral attitude.⑷Conclusions and Discussions——Behavior attitude and perceived behavior control of potential Forest Recreation tourists have significant positive effects on behavior intention.The subjective norms of Forest Recreation potential tourists have a significant positive impact on behavioral attitudes,while perceived behavioral control has no effect on behavioral attitudes.Perceived risk has a significant negative impact on both behavioral attitudes and behavioral intentions,while behavioral attitudes play a part of the mediating role between perceived risk and behavioral intentions.Therefore,tourism enterprises and scenic area management units should design corresponding propaganda and management programs,improve the exposure of forest health tourism,strengthen the propaganda of basic products and services of forest health tourism,improve service quality and security to achieve positive word-of-mouth effect.