基于计划行为理论的出境游行为意向与行为持续性影响机制研究  

Study on the Influence Mechanism of Outbound Travel Behavioral Intentions and Behavioral Continuity Based on the Theory of Planned Behavior

作　　者：余菲 王儒 YU Fei;WANG Ru(College of Business Administration,Tongling University,Tongling 244000,China)

机构地区：[1]铜陵学院工商管理学院,安徽铜陵244000

出　　处：《皖西学院学报》2025年第1期75-81,共7页Journal of West Anhui University

基　　金：铜陵学院人才科研启动基金项目(2021tlxyrc09,2021tlxyrc10)。

摘　　要：本研究以计划行为理论为基础,预测出境游游客的行为意向和行为持续性。针对有过出境游经历的游客进行了问卷调查和实证分析,结构方程模型的分析结果表明,计划行为理论的所有外生变量均对行为意向有正向影响。其中按重要性排序,感知行为控制位居首位,其次是主观规范和行为态度。此外,行为意向和感知行为控制均对行为持续性产生正向影响。基于此,为提升游客出境游行为意向与行为持续性,应突破传统人口统计特征和社会因素的影响,从心理认知因素出发,探索通过感知行为控制、主观规范和行为态度等创新措施,激发游客出境游行为意向,引导游客的持续出境游行为。Based on the Theory of Planned Behavior,this study predicts the behavioral intentions and continuity of outbound tourists.A questionnaire survey and empirical analysis were conducted among tourists with outbound travel experience.The results of the structural equation model analysis show that all exogenous variables of the Theory of Planned Behavior positively influence behavioral intentions.Among these variables,perceived behavioral control ranks first in importance,followed by subjective norms and behavioral attitudes.Furthermore,both behavioral intentions and perceived behavioral control have a positive impact on behavioral continuity.Based on these findings,to enhance tourists'outbound travel behavioral intentions and continuity,it is necessary to move beyond traditional demographic and social factors and focus on psychological cognitive factors.Innovative measures,such as improving perceived behavioral control,subjective norms,and behavioral attitudes,can be explored to stimulate tourists'outbound travel intentions and guide their sustained outbound travel behavior.

关 键 词：计划行为理论 出境游 游客行为意向 行为持续性 

分 类 号：F590[经济管理—旅游管理]