The Research Of The Leisure Tourism Customer Behavioral Intentions Based On The Theory Of Planned Behavior

Along with the development of our country’s economy, human society is entering anera of leisure times. Chinese concept of tourism is quietly changing in the residents toenhance economic strength and national holiday system’s support. The travel that aretrapped in the "tour" is no longer the people’s interest, a new way of tourism that in orderto entertain and relax is born at the right moment, and gradually become the core and strutof tourism industry. The urban residents as the body of the leisure travel market, it is veryimportant to study the leisure behavior, which to find the characteristics of leisure tourismmarket and develop leisure travel market.Foreign scholars studied tourism behavioral intentions of customer value theory orplanned behavior theory, therefore established the corresponding theoretical framework.But the empirical research suggests that these two theories could not individually explainthe customer behavioral intention perfectly. Therefore, it is necessary to build a moreperfect theoretical framework to explain it. Based on the theory of planned behavior,increase the variables of social support systems to establish a innovative model that includeindividual characteristics, social factors and economic factors which from the perspectiveof micro customers and according to the characteristics of the leisure customers. In order toexplore the behavioral characteristics and the influence factors from the perspective oftheoretical and empirical.In this paper, the research contents including:The first chapter is introduction. Accorded to China and the present situation ofleisure tourism industry development in Chongqing, putting forward this topic andexpounding the purpose and significance.The second chapter is reviewing the literature. Clearing up the theory of plannedbehavior and model, the leisure economy, leisure tourism and other related literature, andcarrying on the brief review to point out the achievements of the existing literature and theterms need to be further discussed.The third chapter is establishing a research model and putting forward researchhypotheses. According to the existing literature, establishing a research framework, settingup the model of the leisure tourism customer behavioral intention, putting forward researchhypotheses and defining clearly relevant variables. The fourth chapter is drawing up scale and questionnaire. On the basis of marketresearch and expert interview, According to the measuring scale of the existing literature,combining with the characteristics of leisure tourism, compiling the scale of this project.The fifth chapter is the empirical analysis. Using related statistical software analyzethe data by the way of descriptive statistical analysis, exploratory factor analysis, thefirst-order factor analysis, second-order factor analysis and structural equation modelanalysis, then validating assumptions and obtaining corresponding results.The sixth chapter is conclusion and suggestion. According to the result of empiricalresearch draw research conclusions, providing reference marketing strategies for leisuretourism enterprise and providing targeted advice and suggestion for governmentdecision-making in the leisure tourism industry from the aspect of marketing management.The results show that:(1) Behavioral attitude has significant positive influence oncustomer behavioral intention.(2) Subjective norms have significant positive influence oncustomer behavioral intention.(3) Perceived behavioral control has significant positiveinfluence on customer behavioral intention.(4) Perception of social support system hassignificant positive influence on customer behavioral intention.(5) Perception of socialsupport system has significant positive influence on customer behavioral attitude.(6)Perception of social support system has significant positive influence on subjective norms.(7) Perception of social support system has significant positive influence on Perceivedbehavioral control.