基于TPB-SIT模型的城市居民冰雪旅游的行为机制研究

Research on the behavioral mechanism of urban residents’ice-snow tourism based on the TPB-SIM model

冰雪旅游转向内涵式发展的背景下,旅游者行为的分析需要充分考虑社会的建构作用。文中整合社会影响理论(SIT)与计划行为理论(TPB)构建了城市居民冰雪旅游行为产生机制的理论模型,运用结构方程模型验证了信息性社会影响与规范性社会影响、城市居民的冰雪旅游态度、成本因素、健康精力、场地与服务与冰雪旅游意愿、旅游行为之间的结构关系,并在跨样本恒等性检验的基础上,比较了不同人口特征、冰雪旅游经验的旅游者各潜变量水平间的差异。结果表明:信息性社会影响与规范性社会影响对城市居民的冰雪旅游态度存在显著正向影响;冰雪旅游态度、成本因素、旅游者的健康精力、冰雪旅游的场地与服务对居民冰雪旅游意愿具有显著的正向影响;冰雪旅游意愿在成本等限制性因素对冰雪旅游行为的影响发挥中介效应;不同性别、年龄、家庭结构以及冰雪经验的人群的行为机制存在显著差异。

The analysis of tourist behavior needs to fully account for society's constructive function in the background of connotative development of ice-snow tourism.In the study,we constructed a theoretical model of tourists'ice-snow tourism behavior by integrating the theory of planned behavior with social influence theory.A structural equation model was adopted to test the mechanism of urban residents'ice-snow tourism behavior.The following results were obtained.1)Social influencing factors have a significant positive impact on urban residents'ice-snow tourism attitude.2)Urban residents'ice-snow tourism behavioral intention is mainly affected by four factors:ice-snow tourism attitude,cost,tourists'health and energy,and ice-snow tourism sites and service.3)Ice-snow tourism attitude and ice-snow tourism intention play mediating effects between different paths.4)Demographic factors such as gender,age,family structure,and previous experience play a moderating effect on different people.The research conclusion reveals that ice-snow tourists'behavior mechanism differs from that of mass tourists.Stimulating the demand of the ice-snow tourism market,not only depends on the cognition and interest of individual tourists,but also depends on professional site service factors,policies,and media promotion.There are clear differences between the decision-making mechanism in different urban groups.It should be given due consideration in marketing.