The Study Of High-speed Railway Tourist Behavior Intention Based On Theory Of Planned Behavior

With the advent of high-speed era, the impact of traffic on tourism increasingly significant, "traffic circle is the economic circle, but also tourism circle" was drawn more and more attention. But the current academic studies focus on the high-speed rail in the supply side of their tourism destination development, regional spatial structure, regional cooperation, regional accessibility, etc; the demand side of this mechanism under the influence of changes in demand and influence behavioral intentions research relatively small. The internal factors and causes of concern and demand-side changes in consumer demand and behavior analysis of intention, to promote the development, marketing and promotion of the development of high-speed rail travel has important practical significance, and help the government, tourism organizations to explore high-speed rail travelers needs, preferences and behavior intention, good management and better service.In this paper, Theory of Planned Behavior(TPB) as the core of the theoretical foundation, the analysis based on the idea of positivism, from tourist point of view, the theory of planned behavior is applied to the emerging field of high-speed rail travelers, reviewed by the relevant domestic and international high-speed rail study, theory of planned behavior conclusion of the study and related research studies the behavior of tourists, the intention to build a theoretical model based on high-speed rail TPB tourist behavior, the reference for the relevant maturity scale, questionnaire design and analysis of the survey data, the following conclusions:First, The analysis revealed that high-speed rail advantage perception, high-speed rail effect the perception of high-speed rail traveler attitude, subjective norm, perceived behavioral control was a significant positive correlation, where high-speed rail traveler attitude by its strong influence on the high-speed rail travel external pressure sensing conditions; theory of planned behavior between three degrees and high-speed rail tourists showed a strong positive correlation between behavioral intention, explained the theory of planned behavior to apply to the study of high-speed rail tourist behavior intention; perceived advantages of high-speed rail, high-speed and high-speed rail tourists perceive the role of behavioral intention of showed a moderate positive correlation between;Second, The property and its relationship with the effects of high iron advantages of perception, high-speed rail role perception, high-speed rail traveler attitude, high-speed rail travelers subjective standard, high-speed rail travelers perceived behavioral control and internal relations High-speed railway tourist behavior intention, find sex, occupation by individuals, educated in high-speed rail value perception, did not show a significant difference between the behavior and attitude, perceived behavioral control, and high-speed rail tourist behavior intention; age, salary, now living city high-speed rail, the high-speed rail travel, the frequency among the six variables and exhibits significant difference section;Finally, according to the empirical results from promoting the value of high-speed image perception, to enhance the publicity on high-speed rail travel, to do a good job of high-speed rail travel marketing construction, improve the elements of high-speed rail travelto build this four aspects put forward the corresponding management measures.