基于计划行为理论的中小学生家长茶文化研学旅行行为意向研究

A Study on the Intention of Tea Culture Study Travel Behavior of Parents of Primary and Secondary School Students Based on Planned Behavior Theory

基于计划行为理论(TPB),建立中小学生家长在选择茶文化研学旅行时的影响因素的概念模型,向中小学生家长发放问卷,运用结构方程模型(SEM)实证检验影响中小学生家长茶文化研学旅行行为意向的三个潜在变量的作用。研究结论显示,中小学生家长的行为态度、主观规范及感知行为控制这三个潜在变量对茶文化研学旅行行为意向具有显著的正向影响。基于此,提出注重培养中小学生茶文化旅游消费意识、聚焦中小学生家长主观规范、丰富茶文化研学活动等建议。

Based on the Theory of Planned Behavior(TPB),a conceptual model of the factors influencing parents of primary and secondary school students in choosing tea culture study tours was developed.A questionnaire was distributed to parents of secondary school and primary school students,and Structural Equation Modeling(SEM)was used to empirically test the role of three potential variables influencing the behavioral intention of parents of primary and secondary school students in tea culture study tours.The findings of the study revealed that the three potential variables of behavioral attitude,subjective norms and perceived behavioral control of parents of primary and secondary school students had a significant positive effect on behavioral intention of tea culture study tour.Based on this,suggestions are proposed to focus on cultivating students’awareness of tea culture tourism consumption,focusing on parents’subjective norms,and enriching tea culture research and learning activities.