基于计划行为理论的济南市近郊亲子民宿消费意愿影响因素研究——以济南跑马岭生态旅游区民宿为例

Research on Influencing Factors of Parent-child Home Stay Intention Consumption Based on the Theory of Planned Behavior in the Suburbs of Jinan:Taking Jinan Pao-maling Ecotourism Zone Home Stay as an Example

新型冠状病毒肺炎流行背景下,消费者选择旅游住宿方式逐渐发生变化,近郊旅游住宿业迎来新的发展阶段。与此同时,我国自2018年便进入亲子家庭旅游强需求时代,近郊亲子民宿遇到前所未有的发展机遇。本研究以亲子家庭作为研究对象,以济南跑马岭生态旅游区民宿为例,基于计划行为理论,对消费意愿的影响因素进行探究。研究结果表明:(1)态度、主观规范、知觉行为控制对消费意愿的产生具有正向的显著影响;(2)个人统计学特征在消费意愿的形成过程中起到重要的调节作用。因此,精准研究影响济南跑马岭生态旅游区民宿消费者消费意愿的主要因素,提出可行性建议并制定行之有效的发展措施,使其更好地服务于近郊亲子民宿经营者和消费者。

Against the backdrop of the epidemic of novel coronavirus pneumonia,consumers’choice of tourism accommodation is gradually changing,and the suburban tourism accommodation industry is ushering in a new stage of development.Meanwhile,China has entered the era of strong demand for parent-child family tourism since 2018,and suburban parent-child B&Bs have encountered unprecedented development opportunities.Taking parent-child families as the research object,the article takes the Jinan Pao-maling ecotourism area B&B as an example and studies the factors influencing consumption intention based on the theory of planned behavior.The research results show that(1)attitudes,subjective norms,and perceptual behavioral control have positive and significant effects on the generation of consumption intention;(2)personal statistical characteristics play an important moderating role in the formation of consumption intention.Therefore,it is important to precisely study the main factors influencing the consumption intention of B&B consumers in Jinan Pao-maling ecotourism area,and to propose feasible suggestions and formulate effective development measures to better serve suburban parent-child B&B operators and consumers.