Study On Influential Factors Of The Intensions Of Working Holiday Tourism

The travel patterns have also changed,with the gradual improvement of people's material and spiritual living standards,the rapid development of the network,and the faster speed of information dissemination.The traditional way of traveling has no longer met people's needs.People are eager to learn more about local social culture and customs,and desire a more personalized way of travel.In this context,the generation of working holiday tourism is of great significance.The working holiday tourism usually lasts for more than one month,so that people can explore the unknown things.At present,the research on working holiday tourism at home and abroad mainly focuses on motivation,influence,and the relationship between local people and tourists.There are few studies on the intention of working holiday.How to identify the behavior intention of tourists is an important topic in tourism research.In Western academic fields,tourism behavior and behavioral intention have always been an important field in tourism research.In recent years,it has gradually attracted the attention of domestic scholars.Scholars usually use the theory of the planned behavior or the customer value theory to develop and establish a corresponding theoretical framework.Based on the purpose of the research and the theory of the planned behavior,combined with the life experience factors and the past behavioral factors,this paper establishes a more perfect framework,uses the innovative expanded planning behavior theory to discusses the related variables and behavioral influencing factors that affect the intention of working holiday behavior.Studying the behavioral intention of working holiday helps us to understand the behavior of working holiday more deeply,which is also beneficial to the government and related tourism enterprises to grasp and guide the behavior intention of working holiday,and increase the predictive ability of working holiday tourism.So what factors affect the intention of working holiday?What is the impact of these influencing factors on the intention of working holiday behavior?With these questions,based on the theory of planned behavior,this paper comprehensively uses the literature research method,text analysis method,questionnaire survey method and statistical analysis method to construct the theoretical model of planning behavior,and it is concluded that the factors of life experience and past behavioral factors may also affect the behavioral intentions of working holiday vacationers.Then this paper adds the conclusion to the model for forming the model of the behavioral theory expansion model,putting forward the hypothesis of the article,referring to the relevant maturity scale,and designs the questionnaire and use the domestic migrant holiday enthusiasts and travel enthusiasts as the survey object to distribute the questionnaire through the network,and 345 valid questionnaires are collected.Using SPSS and AMOS statistical analysis software,exploratory factor analysis,confirmatory factor analysis,structural equation modeling and other analysis are carried out to construct the model and test the hypothesis.Finally,the following conclusions were obtained:(1)In the theory of planned behavior,behavioral attitudes,subjective norms and perceptual behavioral control all affect the intention of working holiday behavior.According to the exploratory factor discovery,subjective norms are composed of two factors,which are named as group norms and compliance motives.Among them,group norms influence behavioral intentions,and compliance motivation and working holiday intentions have no significant effect;Perceptual behavior control consists of two factors:self-awareness and convenience perception.Self-cognition significantly affects the behavioral intentions of working holiday tourism,while convenience perception has no significant effect on behavioral intentions.(2)There is no significant impact between subjective norms and behavioral attitudes.Among them,the group norm has no significant influence on the intention of behavior,but the compliance motivation has a significant influence on the intention of working holiday behavior.This may be influenced by the traditional collectivism of our country and the traditional culture that considers the feelings of others,so that people pay more attention to the views of important people around them.(3)Through the grounded theory research method,the paper analyzes the travel diary of 20 working holiday travelers,and summarizes one of the important factors that affect the behavior intention of working holiday vacations-life experience factors.The life experience factor consists of two parts:social culture experience and psychological learning experience.Psychological learning experience and social cultural experience have significant influence on behavioral attitude and behavioral intention,and it can be seen from the research results that this effect is notable.(4)Compared with the rational behavior theory,the planned behavior theory is more in line with China's special conditions,and it is more suitable for understanding China under the background of Confucian culture,indicating that the theory has good cultural adaptability.Finally,according to the conclusions of this paper,the author puts forward corresponding suggestions,such as the government can create a good external environment,increase the external understanding and recognition of working holiday;the working-holiday related enterprises can pay attention to the dissemination of life experience content in the promotion process,etc.The final model of this paper can also provide a theoretical basis for the study of behavioral intentions of follow-up working holiday tourism.At the same time,this paper also has its shortcomings,which need to be further improved and enriched.For example,this article only discusses the domestic working holiday tourism situation,but does not discuss the influencing factors of the international working holiday behavior intention,and the article referring to the working holiday specifically points to groups that work and change accommodations in places such as youth hotel and homestays.There are also some shortcomings in using the questionnaire survey method itself.Therefore,the next study can expand the scope of research,comprehensively consider the status of working holiday tourism at home and abroad,and also adopt semi-structured in-depth interviews to conduct research.