Research On Experiential Homestay Tourism Consuming Intention Based On The Theory Of Planned Behavior

With the continuous development of China's economy and the acceleration of urbanization,the hustle and bustle of the urban environment has made people's demand for experience tourism gradually increase.The increase in tourism demand has promoted the expansion of the market for experience tourism demand,and has also promoted the development of the experiential homestay tourism industry.The main manifestation of this is that as a new form of experience tourism,homestay tourism has received more and more consumer preference.According to the economic data from 2013 to 2019,the growth range of China's GDP from 2013 to 2019 is between 6%and 8%,and the contribution of the tourism industry to GDP has increased from around 7%in 2013 to around 11%in 2019.As one of the comprehensive competitive advantages of tourism destinations,the tourism accommodation service consumption field generally exhibits the characteristics of stable types and uneven structure.According to statistics,in 2019,economic chain hotels accounted for about 84%of the market share of the tourism and accommodation industry,and non-standardized accommodation accounted for about 6%.From the statistical data,in the fierce market competition in the tourism accommodation industry,non-standardized accommodation has gradually established its footing.Therefore,the study of home stay tourism has become a research hotspot.However,with the arrival of homestay fever,problems such as the serious homestay homogenization and the lack of customer experience and other problems gradually emerged.These issues affect the consumption willingness of tourists to homestay tourism and consumers' consumption willingness to experiential homestay tourism,which not only affects the expected economic income of homestay operators,but also affects the overall planning of the whole homestay industry.In order to promote the orderly and sustainable development of homestay tourism,exploring consumer willingness and its influencing factors has profound significance for solving the existing problems of homestay tourism and promoting future development.Based on the characteristics of experiential tourism and homestay tourism,this study uses classic Theory of Planned Behavior(TPB)to analyze the influencing factors of consumption willingness of experiential homestay.tourism.According to the conclusion of the study,the paper puts forward the countermeasures and suggestions for the development of homestay tourism.First,define the connotation of experiential homestay tourism through literature review,and introduce consumer behavior theory as the theoretical framework of this article.Then analyze the influencing factors and put forward research hypotheses in combination with the Theory of Planned Behavior.In the empirical testing stage,we designed a questionnaire for experiential guesthouse tourism consumption willingness,and selected online survey methods to collect data.Then use SPSS software to carry out reliability and validity analysis and data description of the data,and use AMOS statistics to establish a structural equation model to verify the influence path of experiential homestay tourism consumption willingness.Finally,the multi-group analysis method is used to verify the adjustment path of experiential homestay tourism consumption intention.The empirical results show that the structural equation model established in this paper has passed the model test after modification.The consumer product attitude,social norms,and travel perception variables proposed in the article all have a significant positive impact on the consumption intention of experiential homestay tourism.The research also shows that there are differences in the influence of the three variables on consumer willingness.The article also verified the moderating role of gender,age,and travel experience in personal statistical characteristics.The main contributions of the thesis include:(1)based on TPB,the author established the model of influencing factors of the intention to consume in homestay tourism,tested the influence factors of the intention to consume in experiential homestay tourism through empirical analysis,and expanded the applicable field of TPB;(2)through multi-group analysis,the moderating effect of individual statistical characteristics on the influence path of exogenous and endogenous variables was verified,aiming to provide useful reference for deepening the research in this field;(3)based on the results of empirical analysis,the paper puts forward relevant countermeasures and suggestions to the government departments and the accommodation operators.