A Study of Factors of Leisure Tourism Intention: based on the Theory of Planned Behavior

摘要

TPB model is used to explain the behavior and behavior intention. The paper discusses the factors of leisure tourism intention, and constructs an Extended Model of TPB which contains the variables of attitude, customer’s value etc. Based upon the literature review, the paper constructs the measurement of these factors. A field survey was conducted in Ningbo to collect data from leisure tourists in order to reflect their information about leisure tourism intention. A valid sample of 518 leisure tourists was collected for data analysis. Structural equation modeling was used to test the research model. The results demonstrated that 5 factors including subjective norm, behavior control perception, attitude, activity, destination image, value of tourists and other variables have significant influence on leisure tourism intention. Attitude and customer’s value are the mediator variables in the mode, and they also have significant influence on leisure tourism intention. Other variables have significant effects or have indirect influence on leisure tourism intention.