The Study On The Influencing Factors Of Chinese Tourists' Uncivilized Behavior In Vietnam Based On The Theory Of Planned Behavior

In recent years,with the economic and social development,Chinese material needs have been increasingly fulfilled,and the desire for spiritual culture has followed.As a way of leisure and entertainment,broadening horizons and seeking spiritual relaxation,more and more people prefer to travel.According to statistics from the state administration of tourism,Chinese citizens made 122 million outbound trips in 2016.In 2017,Chinese tourists made more than 130 million outbound trips.In 2018,Chinese citizens made 149 million outbound trips,ranking first in the number of outbound tourists all over the world.With the increase in income levels,people are no longer satisfied with domestic travel and more turned to overseas travel.With the increase of Chinese outbound tourists,reports about the uncivilized behavior of Chinese tourists have also increased.The exposure of a large number of Chinese tourists' uncivilized behavior has seriously tarnished the country's image and greatly hindered China's promotion of soft power and the establishment of a great power.Therefore,how to change the uncivilized behavior of Chinese tourists has been attracted a lot of attention.Among the many outbound destinations,Vietnam is favored by more and more Chinese tourists due to its beautiful scenery and low price level.However,in recent years,reports of uncivilized behavior by Chinese tourists to Vietnam are also increased,such as restaurants hitting waiters,and burning Vietnamese banknotes...A series of uncivilized behaviors by Chinese tourists in Vietnam have caused great distress to local residents in Vietnam,causing many Vietnamese residents to have a negative attitude towards Chinese tourists to Vietnam.Therefore,how to reduce and stop the uncivilized behavior of Chinese tourists to Vietnam and improve the image of Chinese tourists in Vietnam has become an urgent problem to be solved.This paper takes Chinese tourists to Vietnam as the research object,deeply explores the main influencing factors of uncivilized behavior of Chinese tourists to Vietnam and proposes reasonable and effective measures for the management of uncivilized behavior of Chinese tourists to Vietnam on the basis of empirical test,which is conducive to maintaining the image of Chinese tourists and improving the soft power of China.This paper is divided into five parts.The first part is the introduction,which briefly introduces the research background,research objectives and significance,research contents and methods,research ideas and technical routes,and innovation points,etc.The second part is the literature review,the first is the domestic and foreign scholars on the incivility of tourists related research;the second is the theory of planned behavior and its application research in the field of tourism behavior.The literature review of these two aspects provides a theoretical basis for this study.The third part of the research design mainly includes the definition of core concepts,the construction of theoretical models based on the theory of planned behavior,the theory of broken window effect and the theory of service quality,the proposal of relevant research hypotheses,the design of questionnaires and the acquisition of research data.The fourth part is the empirical analysis and results of influencing factors of Chinese tourists' uncivilized behavior to Vietnam,mainly including descriptive statistical analysis,reliability analysis of each scale,validity analysis of each scale,data processing and hypothesis test,and hypothesis test summary.In the fifth part,the research conclusion and prospect are summarized,the research conclusion and management reference are provided,the shortcomings of this research are analyzed and the problems to be further studied are forecasted.The innovation of this study lies in: first,the innovation of the research object: to study the uncivilized behavior of Chinese tourists to Vietnam.Although there are many researches on the uncivilized behavior of tourists at home and abroad,there is less attention on the uncivilized behavior of outbound Chinese tourists,and the research on the uncivilized behavior of Chinese tourists to Vietnam is more rare.Second,the research content innovation,this study combine the theory of planned behavior,the theory of service quality and broken window theory.This study introduces these theories to the uncivilized behavior of Chinese tourists to Vietnam,explores the influencing factors of the Chinese tourists uncivilized behavior further and puts forward the targeted management advice,which enriches the related theory to a certain extent,helps to improve the image of the Chinese tourists in Vietnam and China's national soft power and promotes the friendly exchanges between the two countries.