城市老年人群智慧旅游参与意向及其影响因素——基于MGB理论的实证分析

Participation Intention in Smart Tourism of Urban Elderly Population and the Influencing Factors——An Empirical Analysis Based on MGB Theory

人口老龄化对旅游市场的供需提出新要求,老年人群参与智慧旅游是近年来学界和业界关注的焦点,但关于老年人群智慧旅游参与意向的理论研究相对较少。本研究将目标导向行为模型引入城市老年人群智慧旅游参与意向研究领域,建立老年人智慧旅游参与意向影响因素模型,以广州城市老年人为研究对象,运用结构方程模型研究方法对城市老年人群智慧旅游参与意向的理论模型进行实证检验。研究结果表明:老年人群出游的主观规范、正向预期情绪、出游能力对其出游欲望有着显著的正向影响,欲望则会进一步影响老年人群的出游意向。同时出游欲望在出游能力与出游意向中发挥了部分中介效应。但老年人群的态度、负向预期情绪、感知行为控制对于出游欲望的影响并不显著。本研究对于丰富老年人群智慧旅游参与意向的理论文献有着一定的意义和价值。

The aging of the population has put forward new requirements on the supply and demand of the tourism market.The participation of the elderly in smart tourism has been the focus of the academic and industry in recent years,but there are relatively few theoretical studies on the willingness of the elderly to participate in smart tourism.This study introduces the goal-oriented behavior model into the research field of the willingness to participate in smart tourism of the urban elderly,establishes a model of the factors affecting the willingness to participate in the smart tourism of the elderly,takes the elderly in Guangzhou as the research object,and uses the structural equation model research method to participate in the smart tourism of the urban elderly.The theoretical model of willingness is tested empirically.The results of the study show that the subjective norms,positive expectations,and ability to travel for the elderly have a significant positive impact on their desire to travel,and desire will further affect the willingness to travel of the elderly.At the same time,the desire to travel plays a part of the mediating effect in the ability to travel and the willingness to travel.However,the attitudes,negative expectations,and perceived behavior control of the elderly have no significant influence on the desire to travel.This research has certain significance and value for enriching the theoretical literature on the willingness to participate in smart tourism among the elderly.