摘要
从计划行为理论切入,以中国国际动漫节为例,构建了动漫节庆重游倾向的影响机制模型,并对该概念模型进行了实证检验.实证结果显示:行为态度、主观规范、感知行为控制对动漫节庆重游倾向均存在显著的正向影响.行为态度是影响动漫节庆重游倾向的最重要预测变量;相比之下,感知行为控制是影响动漫节庆重游倾向的最次要预测变量.
Based on the theory of planned behavior and taking China International Cartoon and Animation Festival as the example, this paper develops the model which depicts the relationship among attitude towards the behavior, subjective norm, perceived behavioral control and tourists＇ intention of revisit. The empirical results show that three factors, attitude towards the behavior, subjective norm and perceived behavioral control are the antecedents of tourists＇ intention of revisit. Compared with other factors, attitude towards the behavior is the most important predictive variable of tourists＇ intention of revisit in the model and perceived behavioral control is the least predictive variable of tourists, intention of revisit in the model.
作者
朱倩倩
ZHU Qianqian(Division of Academic Affairs and Research, Tourism College of Zhejiang, Hangzhou Zhejiang 311231, China)
出处
《长沙大学学报》
2017年第2期87-90,共4页
Journal of Changsha University
基金
浙江省自然科学基金青年科学基金项目"常居地-旅游地二元情境下旅游者环境责任行为影响机理及引导政策研究"(批准号:LQ15G030002)
浙江旅游职业学院2016年院级旅游科学研究专项重点项目"建构主义视阈下的动漫节庆意象测评研究"(批准号:2016LYZX 03)
关键词
动漫节庆
计划行为理论
重游倾向
中国国际动漫节
animation festival
theory of planned behavior
tourists＇ intention of revisit
China International Cartoon and Animation Festival
