A Study On The Behavioral Intention Of The Elderly Tourists Spending Summer In Rural Area Based On TPB Model

In recent years,with the warming of the global climate and the aggravation of the urban heat island effect,summer tourism has developed rapidly in China,and has generated good economic effect.Developing summer resort tourism is a successful exploration to implement the “Two-Mountain Theory(lucid waters and lush mountains are invaluable assets)” put forward by President Xi Jinping.The high-altitude rural area is an ideal destination for summer vacation.It is closely related to the New Rural Construction and the strategy of rural revitalization.With the arrival of the aging society in China,the development potential of the tourism market for the aged is prosperous.As the main group of rural summer tourism comes from the elderly,it is of great significance to study the behavior intention of the elderly.Only a systematic understanding and mastery of the rural summer tourism behavior intention of the elderly tourists can we develop the rural summer tourism products which meet the needs of the elderly tourists,and accordingly increase the vitality and attractiveness of the rural summer vocation.After 20 years of development,Zhongyuan Town of Jing'an County,Jiangxi Province,has become a business card of Jiangxi rural summer tourism,which was selected as ‘Jiangxi Summer Tourism Destination' in 2019.Because summer tourists mainly go to the elderly,it is also known as the summer resort ‘migratory bird village' for urban elderly.This study selects the elderly tourists from Zhongyuan Town to carry on the rural summer resort behavior intention empirical research,and combined with the case site reality,it proposed the suggestion countermeasure,hoped to providing the reference for other rural summer resort.This study analyzes and explains the formation mechanism of rural summer tourism behavior intention of elderly tourists and its deep influencing factors.Firstly,the research on summer tourism,elderly tourism and place attachment at home and abroad is summarized,and the basic theories mainly used are introduced,namely,the Theory of Planned Behavior(TPB)and the Theory of Sustainable Development of Tourism.Secondly,the theory model of place attachment variable expansion plan behavior is added to construct the structural equation model of influencing factors of rural summer vacation behavior intention of elderly tourists.From July to August 2019,senior tourists from Sanping Village,Zhongyuan Township in Jing'an County were selected as study samples according to the TPB research model and research needs to determine the research hypothesis and referring to the relevant mature scale design questionnaire.The survey data is analyzed,and the research hypothesis is verified using SPSS 23.0 and Mplus 7.0 statistical software,descriptive statistical analysis,mean value analysis,validity and reliability analysis,structural equation analysis and other methods.Finally,some countermeasures are put forward based on the results of the study.The results of the empirical study show that:(1)depending on the gender,age,occupation,and education level and income level,the behavior intention of elderly tourists in rural summer resort has some differences.The specific manifestations are as follows: the overall satisfaction and place attachment emotion of female tourists are higher than that of male tourists,but the consumption ability and the desire to revisit are lower than that of male tourists;the older the age is,the stronger the place attachment emotion,the choice intention and the desire to revisit is;the higher the education level is,the higher the satisfaction degree and the consumption ability is,but the lower the place attachment,behavior intention and the desire to revisit is;the higher the income is,the lower the choice intention and the desire to revisit is.(2)the place attachment of elderly rural summer tourists has a significant effect on the choice intention and the desire to revisit.(3)the behavior attitude of the elderly rural summer tourists has a significant influence on the behavior intention.(4)the subjective norms of elderly rural summer tourists have insignificant effect on the choice intention.(5)the perceptual behavior control has insignificant effect on the choice intention and the desire to revisit.Based on the above analysis and summary and combined with case location reality,the countermeasures and suggestions are put forward:(1)With personalized services as a purpose,provide differentiated experiences based on the demographic characteristics of tourists;(2)With a focus on place emotions,meet the emotional needs of elderly tourists and strengthen their place emotional attachments;(3)With the opportunity of recreation,create an atmosphere combining recreation with summer resort,and strengthen the behavior attitudes of the elderly tourists during summer resort;(4)With the word-of-mouth publicity as a medium,promote other driving effect and improve the influential effect of subjective norms;(5)With a focus on tourism and living convenience beneficial for the elderly,enhance the perceived behavioral control of elderly tourists.