Research on the Behavioral Intention of Tea Tourism under the Background of the Education 'Double Reduction' Policy
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.
dual reductionresearch on tea tourisminheritance of tea cultureintentional behavior
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