基于推拉理论的乡村旅游行为意向研究——以广东新会为例

Research on Behavioral Intention of Rural Tourism Based on the Push and Pull Theory

以新会乡村旅游者为研究对象,采用结构方程模型,结合目标导向行为理论与推拉理论,从旅游者和旅游目的地双视角共同分析游客的乡村旅游行为意向形成机制。研究结果表明:心理因素起到影响旅游者乡村旅游行为意向的内部推力作用,通过主观规范、正向预期情绪、感知行为控制、行为欲望4个影响因子显著正向影响旅游者乡村旅游行为意向;目的地资源条件起到影响旅游者乡村旅游行为意向的外部拉力作用,通过景区服务质量水平、宣传和推广力度、基础配套设施、景区环境质量水平以及旅游产品总体特色5个影响因子显著正向影响旅游者乡村旅游行为意向。

This paper takes Xinhui rural tourists as research object,adopts a structural equation model,combines the goal-oriented behavior theory and the push-pull theory,and analyzes the formation mechanism of tourists’ rural tourism behavior intentions from the perspectives of tourists and tourist destinations.The research results show that psychological factors,as an internal driving force that affects tourists’ rural tourism behavior intentions,significantly and positively affect tourists’ rural tourism behavior intentions through four factors:subjective norms,positive expected emotions,perceived behavioral control,and behavioral desires.As an external pulling force that affects tourists’ rural tourism behavior intentions,land resource conditions have a significant positive impact on tourists through five influencing factors:service quality level of scenic spots,publicity and promotion efforts,infrastructure supporting facilities,environmental quality level of scenic spots,and overall characteristics of tourism products.