Rural Tourism Behavioral Intention Formation Mechanism

To recognize the tourists' behavior intention is an important topics in the researches of tourism economy. The western tourism academia has taken tourism behavior and behavior intention as an important field in tourism theoretical research, and more and more attention has been paid to this field in national academia recently. Since Open and Reform, tourism industry has greatly developed especially when referred to rural tourism. It is very important to figure out the mechanism of tourists' behavior intention.Foreign scholars studied tourist behavior from the perspectives of theory of planned behavior theory and customer value theory, therefore they established comparatively theoretical frame. But empirical investigation indicated that those two theories could not individually explain behavior intention perfectly. So it is necessarily to build a more perfect frame to explain it. Based on the demand of theoretical innovation and empirical instruction for rural tourism behavior, this paper establishes METPB model (Model of Extended Theory of Planned Behavior) to explain the theoretical frame of rural tourism behavior intention by exerting economics and behaviorology. After this, the correlative factors of tourism behavior are under reviewed.This paper consisted of the below parts: Firstly developed METPB model, which consists of all the factors of rural tourism behavior intention. Secondly, the questionnaire about the factors of behavior intention is determined on the basis of literature review, and the data is also collected subsequently. Thirdly, this paper tests the METPB model and hypothesis of rural tourism behavior intention mechanism and draws a conclusion. The specific content of this paper are arranged as below:Chapter 1 is introduction. In this chapter, this paper studies the development and the present situation of national rural tourism, definitudes the research objective and purpose. And several concepts: rural tourism, tourist, tourism behavior are defined and the research object is also established. Otherwise research method and the structure are determined. Lastly, this chapter brings forward the innovation and deficiency of this paper.Chapter 2 is literature review about rural travel behavior. This chapter reviews the planned behavior theory, customer value theory and tourist behavior and then makes the comments. This chapter starts with the concept and delineation of customer behavior theory and reviews the development of planned behavior theory in detail together with all the genres of customer value theory. Based on this, this paper induced and analyzed the papers about tourist behavior. Chapter 3 is model and the analyzing way. This chapter starts with the main factors of tourism behavior, establishes the METPB theoretical model of rural tourism behavior intention formation mechanism, determines the sample type, proposes the analysis method and determines the quantity of the sample.Chapter 4, questionnaire is confirmed and data is analyzed. Because the variables have been tested many times by former academician, this chapter mainly introduces how to decide the questionnaire based on the literature review and undergoes the formal investigation. Then analysis of variance plus confirmatory factor analysis test the data collected, which settles foundation for the latter research.Chapter 5 is METPB model and hypothesis test. This chapter is the key part of this paper which tries to test the METPB model and hypothesis proposed in chapter 3. Firstly, this chapter establishes the SEM model for the factors of behavior intention from the perspective of Theory of Planned Behavior and tests it, which intends to explore the relationship between the factors and calculate how much they explains the behavior intention. Secondly, this chapter establishes the SEM model for the factors of behavior intention from the perspective of Customer Value Theory and tests it, which intends to explore the relationship between the factors and calculate how much they explains the behavior intention. And this chapter tests the first-revised METPB model on the foundation of former two tests, thoroughly analyzes the mechanism of rural tourism behavior intention, and explores the factor of rural tourism behavior intention and the relationship between them.Chapter 6 is conclusion. Firstly goes the conclusion and summarizes the contribution both theoretically and practically. And the advice is proposed spontaneously. Lastly, this chapter brings forwards the expectation.The conclusion of this paper is: (1) rural tourism behavior intention is affected by subjective norm, control beliefs, attitude, past behavior, service quality of destination, attractive of substitute destination, rural tourism destination image, tourism contract and rural tourist value, etc. 9 factors. (2) There are different effects between the 9 factors among which attitude and rural tourist value are two important intervening variances that have significant affects on rural tourism behavior intention. Other variances have significant affects or have indirect affects on the rural tourism behavior intention. (3) Past behavior and type of contract play an important role of disclosing the rural tourism behavior intention formation mechanism. (4) METPB effectively explains the rural tourism behavior intention formation mechanism.