Research on the behavioral mechanism of urban residents'ice-snow tourism based on the TPB-SIM model
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.
ice-snow tourismbehavioral mechanismurban residentstheory of planned behaviorsocial influence theory
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