Research on the Influence Path of Cultural Attachment on Potential Tourists'Behavioral Intention:Extended Model Based on the Theory of Planned Behavior
Culture is the kernel of tourism.Traveling is the process of experiencing out-of-town culture and feeling cultural ecology.People come into contact with cultural symbols related to cultural tourism destinations in their growth environment,thus forming relevant cultural impressions.Traveling is the process of feeling,verifying,and revising cultural impressions and reorganizing self-cultural schema under the influence of existing cultural attachment.Therefore,cultural attachment is the prerequisite for tourism intention,triggering the travel motivation of potential tourists.For this study,Lushan Mountain is selected as the case place.Based on the model of the Theory of Planned Behavior,cultural attachment is introduced as the independent variable.And relevant hypotheses are put forward.The results show that:(1)the behavioral attitude,subjective norm,and perceived behavioral control of potential tourists all have a significant and positive impact on behavioral intention;(2)cultural attachment indirectly affects potential tourists'behavioral intention through the formation of three parallel mediating paths of attitude toward the behavior,subjective norms and perceived behavioral control.Based on the conclusion,insights for the development of cultural tourism destinations are obtained.
cultural attachmentcultural tourismtheory of planned behaviorbehavioral intention
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