A Study On Behavioral Intention Of Tourists Summer Resort Based On Theory Of Expansion Planned Behavior

The summer autumn of Northwest plateau region has cool weather, lush vegetation and fruit fragrance in comparison with southern area, humid weather and more natural disaster. So northwest plateau region is the comparatively ideal destination for summer resort. Only if we understand behavioral intention comprehensively and systematically, we can develop products that meet summer tourists’ requirements and comply with the time development. It also can trigger vitality and attraction. From the existing research results, it can be found that summer resort research is a new topic and formation mechanism of tourist’s behavioral intention is a academic frontier issue as theoretical research results cannot provide greater analysis and explanation.Firstly, the study summaries theory of planned behavior and tourist behavior at home and abroad and introduces the basic theories-- theory of planned behavior, summer economy theory and tourism sustainable development theory. Secondly, based on research hypothesis made by research model and research need, according to relevant riper scale, the study constructs influencing factor structural equation model of summer tourist’s behavioral intention and designs questionnaire. Meanwhile, the paper regards tourists who select scenic spots and parks in Gansu and Qinghai provinces as summer resort from July to September as study sample. The research applies statistical software SPSS 22.0 edition and AMOS 22.0 edition and uses descriptive statistical analysis, validity and reliability, independent-samples T test, one-way anova and structural equation analysis to analysis survey data and verifies research hypothesis. Finally, specific management suggestions are proposed on the basis of results.The empirical results show that:(1) there is an obvious difference of educational level and income level impacting on behavioral intention.(2) behavioral attitude, subjective norm, perceived behavior control and tourism enterprise support system awareness play an positive effect on behavioral intention.The innovative point of the study is that:(1) the paper draws lessons from original theory of planned behavior, applies structural equation model to study behavioral intention and improves perspective of summer resort research on account of summer resort subject.(2) the paper puts structural equation model into research framework and analyzes behavioral intention and influence factors of summer resort ground on detailed survey data and standard research paradigm. It offers effective route analysis and enriches research method about summer resort as well.