A Study on the Influencing Factors of College Students'Ice and Snow Tourism Behavior:An Extended Model Based on VAB and TPB
In order to promote college students'participation in ice and snow tourism,it is of great significance to reveal the driving factors and formation mechanism of college students'participation in ice and snow tourism.Based on value—attitude—be-havior(VAB)and the theory of planned behavior(TPB),this study constructs an expanded model of TPB.Through exploratory factor analysis,confirmatory factor analysis and structural equation model analysis of 283-sample data,it is found that perceptual behavior control directly affects the participation in ice and snow tourism,personal values indirectly affect the participation in ice and snow tourism through perceptual behavior control and that personal values indirectly affect the participation in ice and snow tourism through subjective norms and perceptual behavior control.Finally,the study puts forward the management enlightenment of guiding college students to participate in ice and snow tourism.
ice and snow tourism behaviorthe theory of planned behaviorvalue—attitude—behavior theory
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