Study On Influencing Factors Of Cruise Tourism Intention Based On Theory Of Planned Behavior

As a rising tourism project,cruise tourism has gradually entered Chinese consumers' life.More and more tourists begin to pay attention to cruise tourism and accept it.Although domestic cruise travel has developed rapidly recently,it is still in its infancy and market penetration rate is low.This study analyze the factors that affect the tourism intentions for the purpose of further discovering the potential market of Chinese cruise tourism and with the hope of efectively increasing the tourism intentions of the tourists and promoting the steady development of cruise tourismBased on theory of planned behavior,this study does research on the factors that affect tourism intentions of tourists.Firstly,this study reviews and analyzes related research about domestic and foreign cruise tourism,behavioral intention and theory of planned behavior.Then this study develops the model of TPB,introduces the culture of cruise and conditional variables,construct the model of influencing factors to tourism intention of tourists,analyzes the relation between behavioral attitude,subjective norm,perceived behavioral control,resource conditions and culture of tourism.Then carry out questionnaire investigation and do the comprehensive use of reliability and validity analysis,structural equation analysis on the sample information in the aid of software SPSS 22.0 and Amos 24.0.The findings are as followed.1)The tourism intentions of the tourists will be influenced by tourists' attitudes to cruise tourism,subjective norm,perceived behavioral control,the culture of cruise and some other variables except resource conditions.2)The culture of cruise have the biggest influence on the tourism intentions of the tourists,followed by tourists' attitude to cruise and perceived behavioral control is the weakest.Subjective norm does not directly influence the tourism intentions of the tourists.3)Subjective norm and perceived behavioral control have indirect influence on the tourism intentions of the tourists through the variables of tourists' attitudes to cruise.Based on the research results and the characteristics and current situation of domestic cruise tourism,the study suggests enhancing tourism publicity,developing the market of cruise tourism,establishing a good reputation and building a rich cultural atmosphere.The study summarizes the findings of the study and the inadequacy of the study and give an outlook on the future research direction.