Research On Influencing Factors Of Slow Tourists' Behavioral Intentions Based On MGB Model

With the improvement of China's economic level and the acceleration of the pace of social operation,people's awareness of slowness is gradually awakened.Slow tourism,as a new form of tourism,is a good medicine to help people break away from time constraints and work pressure,return to themselves,relieve psychological and physiological problems such as tension,high pressure,anxiety,depression,etc..In the era of fast consumption,it has a new trend and far-reaching market development prospects.In 2018,"slow rhythm" is the word with the highest turnover rate in customized travel.Slow demand has become a new normal in tourism.However,the development of slow tourism is still in primary stage,and its market development lacks scientific and reasonable theoretical guidance.In recent years,scholars have begun to attach importance to the phenomenon of slow tourism,mainly focusing on the development of tourist destinations,but research on tourist behavior is rare.Based on this background,relying on the goal-oriented behavior theory(MGB),combined with the knowledge of authenticity perception,this paper takes slow tourists as the research object,constructs a research model on the influencing factors of slow tourists' behavior intention,and puts forward hypotheses.Finally,407 questionnaires from the field and the network were analyzed and validated by SPSS 22.0 and AMOS 22.0 statistical software.The main conclusions are as follows:1.The perception of authenticity on slow tourism destination can positively and significantly affect their behavior attitude.2.The behavioral attitude,subjective norm and positive anticipated emotion of slow tourists can positively and significantly affect their behavioral desire,of which positive anticipated emotion has the strongest effect.3.Slow tourists' behavioral desire can positively and significantly affect their behavioral intention,and it is the most direct and effective factor to predict the intention.4.The behavioral attitude of slow tourists play a mediating role between the perception of authenticity and behavioral desire.Behavioral desire plays a mediating role between behavioral attitude,positive anticipated emotion and behavioral intention,but not between subjective norm and behavioral intention.In order to strengthen tourists' desire and intention for slow tourism and satisfy tourists' demand for slow tourism products,this study provides some suggestions as follows:The tourism enterprises can enhance tourists' perception of authenticity by strengthening the construction of local tourism authenticity experience,attach importance to slow tourism phenomenon to improve the satisfaction of slow tourists,enrich slow tourism promotion channels to improve the quality of word-of-mouth,materialize invisible emotions to sublimate tourists' slow travel emotional experience.By introducing the concept of authenticity perception,this paper empirically explores the influencing factors of slow tourists' behavior intentions,expands the MGB model,which can explain the behavior of special groups such as slow tourists,and provides theoretical guidance for the transformation and innovation of tourism enterprises.