Impacts Of Health Consciousness On Behavioral Intention Toward Health And Wellness Tourism Among College Teachers

Our human beings pursue health all the time because it is foundation stone for our all-round development and happiness.The problems of population aging and subhealth need to be solved urgently.Health and wellness tourism(HWT)is a kind of tourism activity which helps tourists to achieve good physical,mental and spiritual conditions.It can bring benefits to human development.At present,HWT is warmly welcomed and the industry grows more and more prosperous.Studying the HWT intention of tourists is conducive to our developing HWT products which can meet demands of tourists and improve the vitality and attraction of the HWT industry.Existing research results show that academic researches on the HWT are still in the exploratory stage.They focus on qualitative research.Therefore,the empirical research on the HWT intention is greatly significant.This study investigate and surveys college teachers on their health and wellness tourism situation and uses literature analysis,questionnaire investigation and statistical analysis methods to explain the concept and connotation of health and wellness tourism according to characteristics of HWT and TPB theory,Leisure restriction theory and KAP theory.It also carries out a systematic theory research and construct the "model for Health and wellness tourism influencing factors".The following conclusions are obtained through empirical analysis:(1)College teachers of different subjects have significantly different attitudes and intentions towards HWT.College teachers in different positions have significantly different perceived behavior control ways.College teachers with different income levels are significantly different in perceived behavioral control and health perception.(2)The HWT intention is directly affected by health consciousness,subjective norms,perceived behavior control,Attitude toward HWT and other factors.Their influencing degrees are shown as follows: Attitude toward HWT>subjective norm>health consciousness>perceived behavioral control.(3)Health consciousness and subjective norms not only directly affect their health and wellness tourism intentions but also have indirect influence through their HWT attitudes.(4)Health perception plays a negative regulating role in the relationship between Attitude toward HWT and Intention toward HWT.This paper puts forward corresponding countermeasures and suggestions for practical operations of the government,industry and enterprises according to the research conclusions and actual situations of health and wellness tourism.The creative contribution from this paper can be summarized in the following 2 points.Firstly,this thesis is based on the theory of Planned Behavior Theory and the analysis of environmental consciousness,his paper constructs a relational model of health consciousness,subjective norm,perceived behavioral control,Attitude toward HWT and HWT intention,expanded the factors affecting the intention of Health and wellness tourism.Secondly,selecting the health perception as the moderator variable,it is theoretically verified that the health perception plays a moderating role in the process of health perception on the influencing factors of HWT intention,and explains to some extent the role of individual health status in the formation of HWT intention.