Empirical Study On Formation Mechanism Of Family Travel Behavioral Intention

Tourism consumer behavior is the important area of tourism research. Early western scholars began to travel consumer behavior research and achieved fruitful results, in recent years also gradually become important research field of Chinese scholars. Since China’s reform and opening up, the total cost of China’s tourism and tourism in number has a rapid growth, at the same time, Family members go to tourism has become an important tourism form of Chinese tourist.Under this background, the research of family travel behavior intention formation mechanism for the healthy development of domestic tourism and promote social harmony is of great significance.Domestic and foreign scholars on the study of family travel perspective focuses on the relationship between family travel and family functions, family role assignment in domestic tourism, the influence factors of family travel decisions. The study of family travel behavior intention is less, especially few scholars study family travel behavior intention formation mechanism. therefore, needed in theory to set up a special mechanism for family travel behavior intention of theoretical framework to explain it. Based on tourism, cognitive psychology, family ethics and other related theory and domestic and foreign scholars research results about the travel theory of behavioral intention to establish family travel behavior intention formation mechanism model, this paper discusses the influence family travel behavioral intention variables and family travel mechanism for the formation of behavioral intention.This thesis follows the research train of thought: the first stage, the purpose of this study is obtained by analyzing the research background; the second phase under the guidance of research purpose, reviews the related literature and seek the theoretical support of this study; the third stage on the basis of literature review and combing, establishing theoretical model, this paper puts forward research hypothesis, gathering data and test hypothesis; the fourth stage to get the conclusion of this study and on the basis of this puts forward the marketing Suggestions.The main conclusions of this paper is: The formation of family travel behavior intention by direct and indirect effects of family tourist motives,and by the tourism destination image directly; There is a mutual influence between the respective independent variables;the dissertation found the difference that demographic characteristics influence on all variables. On the basis of the research conclusion put forward relevant countermeasures and Suggestions of family travel market.