基于TPB扩展模型的后疫情时代康养旅游行为意向影响机制研究  

A Study on the Influence Mechanism of Health Tourism Behavior Intention in the Post Epidemic Era Based on TPB Extended Model

作　　者：李广宏 佘飞男 LI Guanghong;SHE Feinan(College of Tourism and Landscape Architecture,Guilin University of Technology,Guilin 541000,China)

机构地区：[1]桂林理工大学旅游与风景园林学院,广西桂林541000

出　　处：《大连大学学报》2023年第5期79-89,共11页Journal of Dalian University

基　　金：文化和旅游部(旅游类)科研项目“‘一带一路’沿线国际客源市场开发策略研究”(18TABG002);广西民族旅游研究中心基金资助项目“国际旅游胜地背景下桂林传统戏曲数字化保护与传承研究”(MZLY04)。

摘　　要：新冠肺炎疫情加重了大众的身心压力,但也唤醒了人们的生命健康意识,康养旅游因其有效促进身心健康恢复的功能,逐渐被大众所关注。以计划行为理论为基础,加入疫情风险感知新变量,构建扩展的TPB(计划行为理论)模型,研究后疫情时代康养旅游行为意向的影响机制有助于促进康养旅游发展,从而缓解疫情给大众带来的负面情绪。结果表明:康养旅游者的主观规范对行为态度和行为意向有显著正向影响;康养旅游者的感知行为控制对行为态度和行为意向有显著正向影响;疫情风险感知对康养旅游者的行为态度的影响不显著,疫情风险感知对康养旅游者的行为意向有显著正向影响;康养旅游者的行为态度对行为意向有显著正向影响;康养旅游者的行为态度在主观规范、感知行为控制、疫情风险感知与行为意向之间均存在部分中介效应。The COVID-19 has awakened people's awareness of life and health and health tourism has gradually attracted the public since it can improve people's physical and mental health.Based on an extended TPB model,it is found that health tourism behavioral intentions in the post epidemic era can promote the health tourism and alleviate epidemic influence.It shows that:the subjective norms and the behavior control of health care tourists have a positive impact on their attitude and intention;the impact of epidemic risk perception on their behavior and attitude is not obvious while that on their intention is positive;their behavior attitude has a positive impact on their intention;there are some intermediary effects among the above factors.

关 键 词：后疫情时代 计划行为理论 康养旅游 疫情风险感知 行为意向 

分 类 号：F590[经济管理—旅游管理]