Research On The Choice Intention Of Research And Learning Tourism Base From The Perspective Of Planned Behavior Theory

In recent years,studies the travel frequently appeared in the government's policy file,has become a hotspot of the reform of education,huge market scale bring opportunities for the development of tourism,the studies of tourism into the teaching of primary and secondary school education plan just need to make studies tourism,studies as a carrier of the studies tourism activities,tourism base,effect is extraordinary.Under this background,which factors affect the selection intention of research tourism base and how strong the influence is,can promote the improvement of stakeholders in the development of research tourism activities and promote the sustainable development of research tourism.On the basis of literature review,this study to determine the behavior intention of the theory of planned behavior individual strong explanatory power,in addition,the studies of tourism service quality also affect individual behavioral intention,and does not belong to any variable in the theory of planning behavior,therefore,on the basis of the theory of planned behavior to join latent variable research study tourism service quality construct research learning travel choice intention model base.Through the current development mode of research and study tourism,the main body of the research and study tourism base is determined--the school,among which the principal,director and teacher are the main decision-making body of the research and study tourism base.This study took primary and secondary schools in six municipal districts of Zhengzhou as the research object,and used SPSS and AMOS software to explore the relationship between subjective norms,perceived behavior control,behavior attitude,research tourism service quality and choice intention,and determined which variables had the greatest impact on choice intention.The results are as follows: behavioral attitude,subjective norms,perceived behavior control,and research on tourism service quality indirectly or directly affect the choice intention;Subjective norm and perceived behavior control have significant influence on the selection intention through behavioral attitude,and the influence of subjective norm on behavioralattitude is higher than that of perceived behavior control.Behavioral attitude and research tourism service quality have a direct and significant impact on the choice intention.Research tourism service quality has a higher impact on the choice intention than the behavior attitude.Perceived behavioral control and subjective norm influence the selection intention through the intermediary variables of behavioral attitude.Determined by confirmatory factor analysis studies the tourism service quality is a second order single-factor model,namely studies tourism service quality is four dimensions of all the problem items measuring the basic tourism service quality and research tutor team service quality and research courses of tourism service quality,security,service quality,and the four dimensions measurement is another higher-order dimension,namely four dimensions correspond to a much higher levels of the male factors namely studies tourism service quality,and studies the adviser service quality,quality of service,security service quality tourism courses,basic tourism service quality to the studies of tourism service quality of explanatory power in turn;Using independent sample t test and single factor analysis of variance test the demographic characteristics of mediation variables,results,the influence of variable selection intention behavior attitude,the highest record of formal schooling,teaching grade,choice of teaching experience in behavioral attitude and intention,there is no significant difference of different monthly income of no significant difference in the choice intention,different monthly income,position,gender significant difference in the behavior attitude,monthly income is inversely proportional to the behavior attitude,the higher the monthly income of behavioral attitude score value is lower,position is proportional to the behavior attitude,the higher the position,the higher the score values of the behavior attitude.Based on the above conclusions,the following Suggestions are put forward for the research and study tourism base,travel agencies and other organizations and schools.The research and study tourism base should strengthen the construction and optimization of its research and study tourism curriculum,improve its marketing strategy,and strengthen the training of research and study instructors.Travel agencies and other operators to strengthen security services,research tutor training;Schools need to strengthen the mobilization and training of students and parents.