影视节庆旅游行为意向驱动机理研究——基于TPB拓展模型

Research on the Motivation Mechanism of Film Festival Tourism——Based on TPB Expansion Model

如何提高影视节庆旅游参与度是影视节庆旅游需要解决的重要问题。文章以计划行为理论为基础,将影视节庆吸引力和地方情感引入理论模型予以拓展,借助AMOS和SPSS分析影视节庆旅游行为意向的驱动因素,结果表明:传统的计划行为模型中的三个变量——主观规范、行为态度、感知行为控制均正向影响行为意向;拓展模型中的电影节吸引力可直接正向作用于行为意向,地方情感对行为意向的直接正向影响不显著;另外,行为态度、主观规范、感知行为控制在影视节庆吸引力、地方情感与行为意向之间充当着中介的作用。鉴于此,提出了丰富影视节庆旅游产品提高影视节庆吸引力、精选举办地提高旅游者的地方依恋感、提升影视节庆举办水平等建议。

How to improve the participation of film festival tourism is an important problem to be solved.Based on the theory of planned behavior,this paper extends the theoretical model of film festival attraction and place emotion,and analyzes the influencing factors of film festival tourism behavior intention with the help of Amos and SPSS.The results show that the three variables in the traditional TPB model—subjective norms,behavior manner and perceived behavior control—all have a positive impact on the behavior intention.The attraction of film festivals can directly and positively influence the behavior intention.The direct positive effect of place emotion on the behavior intention is not significant.In addition,the behavior manner,subjective norms and perceived behavior control play an intermediary role in the attraction of film festivals,local emotion and behavior intention.All things considered,some suggestions have been put forward,such as enriching the film festival tourism products,improving the attraction of film festival,selecting the host place,improving the local attachment of tourists,and improving the level of film festivals.