A Study of the Visitors' Behavior Intention in Tianmushan National Nature Reserve, Zhejiang,China-Using the Theory of Reasoned Action

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原文链接

NETL

外文摘要：Based on a theoretical framework provided by the Theory of Reasoned Action,this paper examines the visitors' behavior in the context of a behavioral intention model incorporated attitude factor and subjective norm factor. The model was tested using data from a sample of 486 visitors in the Tianmushan National Nature Reserve, Zhejiang Province, P.R. China. The data was analyzed using Structural Equation Modeling. The results suggest that the model fits the data and indicates that the model is able to explain Chinese visitors' behavioral intention.

外文关键词：

Visitor ManagementTheory of Reasoned ActionStructural Equation Modeling

作者：

FU Quansheng、WANG Zuliang、CAI Yongli

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作者单位：

School of Business, East China Normal University, Shanghai, P.R.China, 200062

Administration of Tianmushan National Nature Reserve, Lin'an, Zhejiang, P.R.China, 311311

School of Resources and Environment, East China Normal University, Shanghai, P.R.China, 200062

会议名称：

2009年战略管理国际会议（2009 International Conference on Strategic Management）论文集

会议地点：

Chengdu(CN);Chengdu(CN)

会议母体文献：

2009年战略管理国际会议（2009 International Conference on Strategic Management）

页码：

112-118

出版时间：

2009