Research On Bicycle Tourists' Behavioral Intention And Destination Choice Preference In Xi'an

With the improvement of the people's life standard and national holiday system in China,tourism mode is becoming more various.And as a new way of traveling,bicycle tourism has been concerned abroad since last century,but the research on it in China is insufficient.This thesis targeted bicycle touristsand examined their behavior intention and destination preference with qualitative and quantitative methods.Firstly,social-demographic features of tourists would be discussed;secondly,influential factors of joining cycling travel would be examined by building extended TPB modelfrom the point of pro-environmental behavior;thirdly,destination distribution of cycling travel would be analyzed by spatial statistical analysis;lastly,based on “push-pull” theory,influential factors of destination preference would be explored from the internal psychology and the extraneous environment by statistics method.Based on the above study and current developmentof regional bicycle tourism,relative suggestions would be presented.The conclusions are as follows:(1)Social demographic characteristics of bicycle tourists: Male bicycle tourists accounted for a high proportion in Xi'an.Most bicycle tourists were in from 18 to 40 with high levelof education.Most of them were university students and enterprise employee.Their income range was distributed at medium level.Besides,most of them traveled frequently at a low cost,and chose the destination with a general development level.(2)Direct acting factors of bicycle tourism intention: The results of path analysis in extended TPB model showed that latent variables about bicycle tourist e.g.ATB,PBC,PN,influenced BI positively.Not only the affective and attitudinal elements,e.g.attitude toward bicycle tourism,obligation sense of pro-environment,but personal ability and conditions,had the effect on participation of cycling travel.(3)Indirect acting factors of bicycle tourism intention: According to the results of indirect effect test,SN,PBC and AC would influence BI indirectly by ATB.Tourists' attitude toward bicycle travel would be influenced by personal condition and environmental realization and others opinions.And their attitude would interfere with willingness to cycle traveling.Besides,AC would also impact BI indirectly by PN.In sum,PBC had the greatest effect on BI,and the next was in order of ATB,AC,SN,PN.Besides,external condition and personal attitude were primary factors,but tourists' environmental awareness affected BI weakly.(4)Spatial distribution features of destination: Destination distribution was in east-west direction by standard devotional ellipse,i.e.some of them concentrated in the center of city and some of them dispersed around the city.When it came to the number of tourists,it was in northeast – southwest direction,i.e.the hot spots mostly distributed in urban area as well as city outskirts.Besides,destination distribution was in accordance with the space-decreasing theory and three riding peaks appeared successively from center of population.(5)Push and pull factors of bicycle tourism destination selection: 8 push-pull factors would be analyzed.Bicycle tourists with different social demographic features,had different preference in choosing destination.And the impact caused by the factors was also prominently different.(6)Suggestions for the development of regional bicycle tourism: It would be necessary to form positive imagine about bicycling for public,such as promoting its pro-environmental imagine,and use different marketing strategies for different groups;in the management,as for safety precautions,standardized management should be enhanced and relevant people should be trained;in the construction of destinations,the service facilities in the spots should be increased,such as bike-way,service station,road route etc.