我国大众重复滑雪旅游行为意向研究

People's Behavioral Intention for Repeated Engagement in Ski Tourism in China

滑雪旅游是以滑雪运动为核心体验的旅游活动。由于大众较少出现重复滑雪旅游的行为,我国滑雪旅游产业的发展受到制约。文章基于计划行为理论,提出重复滑雪旅游行为意向的研究假设,构建理论模型,并通过问卷调查获取数据进行实证分析。结果表明:滑雪运动的行为信念、规范信念和控制信念分别正向影响滑雪旅游的态度、主观规范和感知行为控制;态度和感知行为控制正向影响重复滑雪旅游行为意向,主观规范对重复滑雪旅游行为意向的影响不显著;过去的行为正向影响重复滑雪旅游行为意向。据此,提出增强大众重复滑雪旅游行为意向的举措。

Ski tourism is a type of tourist activity in which skiing serves as the core experience.However,repeated engagements in ski tourism is still rarely observed among the general tourists,which has limited the development of China's ski tourism industry.This paper puts forward the research hypothesis on the tourist behavior intention for repeated engagement in ski tourism based on the theory of planned behavior.This paper also constructed a theoretical model and conducted questionnaire survey to collect relevant data for empirical analysis.As it is shown by the analysis results that behavioral beliefs,normative beliefs,and control beliefs have positive impact on tourist attitude,subjective norm,and perceived behavioral control in ski tourism,respectively.Among them,tourist attitude and perceived behavioral control have positive impact on the tourist behavior intention for repeated engagement in ski tourism,while the impact of subjective norm is insignificant.Apart from these,past behavior also has a positive impact on the tourist behavioral intention for repeated engagements in ski tourism.This paper further discussed the theoretical implications of the above findings and proposed several measures to enhance the general tourists'behavioral intention for repeated engagements in ski tourism.