A Study On The Relationship Between Tourism Motivation, Tourist Involvement And Travel Behavior

Tourism, a kind of lifestyle which improves human’s health and enriches their lives, has been growing into an indispensable part of people’s lives. On account of the enhancement of people’s tourism consciousness and the richness of people’s tourism experience, the travel agencies’conventional tourist routes and travel patterns have been incommensurate to people’s maturing consumption and tourism conception. As a new form of tourism, Bicycle tourism has a long history and has been a part of people’s social life. Bicycle tourism, the combination of bicycle and tourism, which has become a new fashion. To develop Bicycle tourism can lead people into adopting healthy and low-carbon way to travel, on the other hand, it can fully make use of tourism resource thus promote regional economy, especially in remote areas. From this perspective, it has significance of developing Bicycle tourism, marketing Bicycle tourism and building tourism infrastructure to research the bicycle tourism and the behavioral characteristics of bicycle tourists. Bicycle tourism started earlier overseas, after 10 years’development, abundant research finding has formed a complete research system. By comparison, Bicycle tourism in China started late and developed slowly, which is still a niche tourism that government, enterprises have not paid enough attention to, though more and more people has been involved into it. Compared with the developing domestic bicycle tourism, the related researches and related empirical studies are scarce. In order to enrich the studies about bicycle tourism, based on the survey of the popular Tibet line, this paper aims at researching bicycle tourists’motivation, involvement and post-tour behavior tendency of tourists of Sichuan-Tibet line and the relationships among them.The research includes:(1) Review and analyze the literature of tourism motivation, tourist involvement, post-tour behavior tendency of tourist and bicycle tourism. Provide theoretical and methodological support for subsequent empirical research;(2)Learn from domestic and foreign existing research of the relationships between the tourism motivation, tourist involvement and post-tour behavior tendency of tourist, and combine with the existing bicycle tourism studies, finally carry out theoretical analysis and propose hypothesis;(3)Put Sichuan-Tibet highway as a case to conduct a questionnaire survey. Using SPSS software and AMOS 17.0 questionnaire data on reliability and validity, and then analyze the relation between tourism motivation, tourist involvement and post-tour behavior tendency of tourist, and explore the intermediation effect of tourist involvement;(4)Summarize findings and make recommendations for the development of bicycle tourism.The results of this study show:Tourism motivation has a positive impact on tourist involvement and post-tour behavior tendency of tourist, tourist involvement also has a positive impact on post-tour behavior tendency of tourist, tourist involvement in tourist motivation and post-tour behavior tendency of tourist has significant intermediation. Tourist involvement has a partial mediator in the relationship of adventure and self-realization, experience and relaxation factor and post-tour behavior tendency, and fully mediate the relationship between self-interest and social development factor and post-tour behavior tendency.The innovations of this topic:In the existing literature, there are many scholars to study the relationship between tourism motivation, tourist involvement and post-tour behavior tendency of tourists. But there are few studies on the relationship between the three together. At present, there is little research on bicycle tourism, so this study can supplement bicycle tourism research, and this study has an innovation perspective;Intermediary role in the management and economics studies has been used maturely, but use less in tourism. This study tested the mediating effect of the method according to Wen Zhong lin et al, using regression analysis and Sobel one-sided test and studied the mediating effect of tourist involvement. This approach has universal significance for research and other special tourism.