A Study Of The Influencing Factors Of The Youth Group’s Mutual Tourism Behavioral Intention In China

In recent years, with the diversified development of social platform, as a specialproduct of the Internet Age, the mutual tourism was accepted by people who striven forsomething new and different with their new way to participate in the tourism activitieswhich based on the online and offline communication and its domestic markets expandrapidly. Because of the short developing time, the theoretical research and empiricalresearch related to the mutual tourism was limited and unsystematic in spite of the vastdevelopment prospects. This article created a youth group’s mutual behavioral intentionmodel and verified the mechanism of how the influencing factors worked in the model onthe basement of the analysis and review of the connotation and denotation of mutualtourism and the correlational studies of the Decomposed Theory of Planned Behavior. Forthe accuracy and novelty of the study, the research working aspects was carried out asfollows：First of all, this paper used the content analysis method and the comparative researchmethod to get an overall understanding of the definition and characteristics of mutualtourism by summarizing the correlational studies of China in recent ten years. Secondly,with the risk perception, past experiences, mutual tourist motivation, normative beliefsand information acceptance as antecedent variables, attitudes, perceived behavioral controland subjective norms as intermediate variables and behavioral intention as an outcomevariable, this paper presented a youth group’s mutual tourists’ behavior intention model onthe basis of the Decomposed Theory of Planned Behavior. Finally, according to the SEManalysis of the data gotten from the field investigation, this paper found that thesecond-order DTPB model is more suitable for the mutual behavioral intention researchthan the TPB model. In addition, the explanatory of former is more powerful.The main contributions of this paper were that it established a mutual tourismbehavioral intention model by defining the relevant concepts of mutual tourism andintroducing different dummy variables in this model, verified the fitting effect of themodel and put forward some corresponding countermeasures to the prosperity of mutualtourism by analyzing the main factors which could affect the behavioral intention model. This paper would lay a theoretical foundation for the development of mutual tourismindustry and pave the way for the future of the mutual tourism company.