游客出游意愿影响因素研究——基于突发公共卫生事件的实证

本文在目标导向行为模型的基础上,构建了游客在面对突发公共卫生事件时各种影响因素对出游意愿影响的理论模型,为系统性的进行影响游客出游意愿的因素研究奠定了基础。在对经历过突发公共卫生事件后有出游经历的游客进行实证研究后,发现出游态度、感知行为控制和积极的预期情感对出游欲望有显著的正向影响;消极的预期情感对出游欲望有显著的负向影响;出游欲望对出游意愿有显著的正向影响。

STUDY ON IMPACT OF TRAVEL INTENTION: AN EMPIRICAL STUDY FACING PUBLIC HEALTH EMERGENCY

According to the previous research results about traveling behavior, this paper develops a conceptual model to investigate travelers' intention during the period of public health emergency, which bases on the model of goal-directed behavior, and this paper tries its best to reinforce the base of systematic research of the impact on tourist traveling intention. According to the seven variables, such as attitude, perceived behavior control, positive anticipated emotion, negative anticipated emotions, traveling desire and traveling intention, this paper raises 6 hypotheses, and finally revels the mechanism of action during the period of the public health emergency. After carrying out empirical analysis on the travelers who have the traveling experience when facing public health emergency, such as regression analysis and path analysis through using the statistical software of SPSS and AMOS, the results show that these factors, such as attitude, perceived behavior control and the positive anticipated emotion, have obviously positive effect on travel desire. This paper fully considers different attitude, emotion and subjective norms of our travelers when facing public health emergency, and it not only validates the ability to explain the model of goal-directed behavior, but also expands the application of boundary of the model. Subjective norms also have a positive effect on the desire to travel, but it is not significant. The results show that people' traveling desire mainly depends on his own thoughts, and it is not affected by the sudden public health events. At the same time, traveling desire also has an obviously positive effect on traveling intention, but the negative anticipated emotion has an obviously negative effect toward traveling intention. The impact mechanism of traveling intention is revealed by describing abstractly to rebuild a conceptual model.