义务教育“双减”背景下茶旅研学行为意向研究

Research on the Behavioral Intention of Tea Tourism under the Background of the Education'Double Reduction'Policy

基于计划行为理论和结构方程模型法,以福建福州为例,探析义务教育“双减”政策背景下中小学生家长对茶旅研学旅行的感知差异与意愿选择,并厘清影响其行为意向的因素。研究表明,家长对教育“双减”政策内涵理解全面且自身有较高茶文化认知水平是影响其选择茶旅研学的重要因素,茶旅研学的教育性、游憩性感知,以及主观规范与知觉控制行为与茶旅研学选择意向成正相关,对家长的选择意愿产生正向影响。基于此,茶旅研学产品设计者和旅游行业需打造集游憩性、教育性和安全性为一体的茶旅研学基地,同时通过提升研学导师专业水平、丰富课程内容、完善宣传网络和交通设施等措施,进一步推动研学产业的发展。本研究为“农业、旅游、教育”三大体系实现协同发展提供了一个研究新视角与理论分析框架。

Based on the theory of planned behavior and structural equation model,this study took Fuzhou,a major tea-producing province,as an example to investigate the perceived differences and willingness choices of parents with primary and secondary school students regarding tea tourism research trips under the background of the'dou-ble reduction'policy.It aimed to clarify the influencing factors that affect their behavioral intentions.The research findings indicate that parents have a comprehensive understanding of the connotation of the'double reduction'poli-cy and a high level of tea culture cognition,which are crucial factors influencing their choice to engage in tea tour-ism studies.The awareness towards education and recreation,subjective norms,and perceptual control behaviors re-lated to tea tourism studies demonstrate positive correlations with the intention to choose such studies.Moreover,they have a positive impact on parents'decision-making process.Based on these results,the designers of tea tour-ism research products and professionals in the tourism industry need to establish a comprehensive foundation for tea tourism research that integrates recreation,education,and safety aspects.This can be achieved by improving the professional competence levels of teachers,enriching the content of courses,improving publicity networks and transportation facilities to further promote the developnent of the study industry.This study provided a novel per-spective along with theoretical framework for the three systems of"agriculture,tourism and education"to realize synergistic development.