Research On College Students’ Hiking Behaviors Intention And Its Influencing Factors

Hiking is accepted and loved by more and more people, and gradually become a global activity. Domestic and foreign academic circles study of hiking and increasing. Chinese culture has a long history, rich natural environment, with plenty of tourism resources on foot, but in reality,the development of hiking also has many insufficiencies, remain to be perfect. With hiker college students as the research object of this research, and college students with Changsha as an example, investigating the demographic characteristics, hiking behavior characteristics,combined with the push-pull theory, planned behavior theory, and the theory of customer perceived value related theory analysis of the factors influencing college students’ behavioral intention on foot, to build a conceptual model for empirical analysis. So on the law of the undergraduate’s behavior of hiking, can also provide theoretical basis for the development of college students hiking market and related Suggestions.This research starts with the literature research, on the basis of forefathers’ research combined with related theory, the factors that affect college students’ hiking behavior model was constructed, and put forward the research hypothesis.In the empirical part, this paper first analyzes the Changsha hiking behavior characteristics of college students. Found that the main motivation of the college students’ hiking was loosen body and mind; The number of days to travel on foot is given priority to with 2-3 days; Travel time is given priority to with summer and winter vacations, Playmate is usually 2-3 people, give priority to with classmates \ a friend. College attaches great importance to the experience and participation in the process of hiking, many college students in the process of hiking, preferto choose to bring their own tents and cook.After, this paper builds a conceptual model, studies the university student to the hiking attitude, subjective norm, perceived behavioral control, hiking gains perception, the supply condition of destination,the marketing factors on college students’ behavioral intention on foot has a significant positive impact. College students’ hiking, the benefit of perception on their behavioral intention on foot has no significant negative effects.