基于TPB的旅游专业学生研学导师职业从业意愿及其影响因素研究

Research on Employment Intention and its Influencing Factors of Travel Study Tutor Profession for Tourism Major Students Based on the TPB

研学导师人才不足已成为制约我国研学旅行发展的主要瓶颈。以计划行为理论为基础,采用问卷调查法探究旅游专业学生的研学导师职业从业意愿及其影响因素。研究结果表明:旅游专业学生的研学导师职业从业意愿总体较低;计划行为理论中三大因素的影响程度由大到小依次为主观规范、知觉行为控制与态度;成绩排名与是否考取导游资格证是从业意愿与三大因素的重要影响变量;态度与主观规范对从业意愿具有显著影响效应,主观规范是感知程度最高且对从业意愿影响最大的因素。从学生、学校、政府、企业四个层面提出了提升旅游专业学生研学导师职业从业意愿的策略。

The lack of travel study tutor has become the main bottleneck that restricts the development of travel study industry in China.Based on the theory of planning behavior,this paper uses questionnaire research methods to explore the employment intention and its influencing factors of travel study tutor profession for tourism major students.The results shows that:(1)the tourism major students’intention of the travel study tutor profession is generally low;(2)the impact of top three factors based on the theory of planning behavior is subjective norm,perceived behavioral control and attitude;(3)The grade rank and tour guide qualification are important influence variables for the employment intention and its three influencing factors.(4)The attitude and subjective norm have a significant effect on the employment intention.The subjective norm gets the highest degree of perception and has the biggest impact on employment intention.The paper puts forward to strategies to improve tourism major students’employment intention of travel study tutor profession from the four levels of the government,school,enterprise and students.