旅游者目的地选择的TPB模型与分析

本文借鉴消费者计划行为理论——Theory of Planned Behavior（TPB），构建了一个旅游目的地选择的TPB模型，并对各层次构成要素的作用进行分析，试图通过模型研究揭示旅游者目的地选择的心理及行为特征。本文认为，意向、情境、旅游群体是旅游者目的地选择的基本影响要素，而态度、主观规则和主观感知对意向产生重要影响；目的地形象、旅游经历、动机等9个因素是最直接的影响要素。

An Analysis of the TPB Model of Tourists' Destination Choice

Tourists' destination choice is considered a complex process due to the complicated and interactive influencing factors.Enlightened by the theory of planned behavior(TPB),this paper attempted to build a model on tourists' destination choice by combining TPB's core constructs(intention,attitude,subjective norm and perceived behavioral control) with other variables.The model shows that the various variables from different constructs play diversified roles in the destination choice process,that intention,contextual factors,and travel party are the basic elements directly influencing the tourist's destination choice, that attitude,subjective norm and perceived behavioral control are the most important factors affecting the intention,and that the image of the destination,prior traveling experience,motivation,as well as the other six variables are the primary factors that stimulate tourists' intention to visit some destinations.The study intended to present the psychological and behavioral features in the process of tourists' destination selection,in hope of bringing some theoretical supports for tourism enterprises to make reasonable and effective marketing strategies.