A Study On The Influential Mechanism Of The Intensions Of Outbound Tourism In Nanjing, Jiangsu Province, China

The number of Chinese outbound travelers exceeded one hundred million on November,2014,consolidating its position in which,the number of outbound traveler and the expenditure in China is largest in the world.Due to the largest number of outbound travelers and expenditure,other Countries adopt more liberal policies to help Chinese to get a visa positively,in order to let more Chinese travelers and consumers to their countries.The year of 2014 is "visa year" for China.In the same year,China entered a new period,during which the growth rate of the GDP was declined,but the growth rate in the Service industry was 0.7 percentages higher than the GDP,taking up 48.23%of GDP.The growth rate of tourism industry was reached up to 11%of the service industry;the tourism industry can drive the economics to develop under the New Normal.In this context,this paper based on the theory of planned behavior,Residents in Nanjing are the research subjects,exploring the mechanism which impact the intentions that residents travel outbound,hoping the findings are useful to the government and tourism enterprises to establish policy.Firstly,the study developed a pre-questionnaire,revised the pre-questionnaire in accordance with the survey results,and then formed a formal questionnaire.During the process of survey,the sites for this survey included seven districts in Nanjing,they are,Qixia District,Xuanwu District,Baixia,Qinhuai District,Gulou District,Xiaguan District and Jiangning District,respectively.516 valid questionnaires were obtained.In the period of analyzing,this thesis do the Reliability Analysis toward the observed variable by SPSS 20.0,and then analyzed the dimensions by Explore Factor Analysis,and then do the Confirmatory Factor Analysis by AMOS 21.0,to test the model’s Validity and Goodness of fitting.topic items measuring scale reliability test,measurement and analysis to explore questions of dimension through exploratory factor,then using AMOS 21.0 confirmatory factor analysis,the validity of the measurement model and goodness of fit,in the same time,the study estimated the loading value for the factors of the model by Maximum likelihood Method,so that the study can estimated the explanatory ability of observed variable for Latent Variables,and then the study revised and optimized the observed Model.Finally,the study estimated the path coefficient of the SEM,and excluded the non-significant path.In the end,the empirical findings reveal that:(a)Behavior and attitude,subjective norm,perceived behavioral control on the outbound tourists have a significant positive impact toward the behavior intension;(b)The behavior beliefs can be divided into Studying beliefs,Relaxing beliefs,Social beliefs,and behavior beliefs significantly affect the attitude of behavior through these three beliefs;(c)Normative beliefs can significantly affect subjective norm;(d)Control beliefs can significantly affect perceived behavioral control.According to the above conclusions,this paper gave some advice to the government and enterprise.