| Compared to daily commuting,residents’ leisure travel is for the purpose of leisure,to obtain a healthy and pleasant experience.The formation of leisure travel is complex and changeable.It is found that motivations,attitudes,and perceived risks can affect the formation of leisure travel behaviors,but the relationship between them has not been explored.The purpose of this study is to deeply understand the formation of leisure travel,reveal the influencing mechanism of travel motivation towards travel attitude,and explore the impact of the COVID-19.First of all,the formation of leisure travel is deeply understood by revealing the influencing mechanism of travel motivation towards travel attitude.Questionnaire-I is designed to investigate residents’ attitudes,motivations,and influencing factors of leisure travel.Based on the questionnaire survey data,the factor structure is extracted from leisure travel motivation by exploratory factor analysis.At the same time,a structural equation model based on push-pull motivation theory is constructed to analyze the influencing mechanism of travel motivation towards travel attitude.It is found that the leisure travel motivation can be divided into four factors: two pushing factors of "connotative leisure motivation" and "expressive leisure motivation",two pulling factors of "facility management" and "natural conditions".It is also found that residents’ living conditions,physical and mental health,household participation,and family well-being have a positive impact on leisure travel motivation,and thus positively affect travel attitude.This influencing mechanism differs among people of different ages and income levels.Secondly,the relationship between the COVID-19 and leisure travel attitude is analyzed.Questionnaire-II is designed to investigate residents’ perceived risk and their attitude towards leisure travel after the COVID-19.A structural equation model based on the theory of planned behavior and benefit-risk analysis is carried out to study the impact mechanism of the COVID-19 on leisure travel attitude.It is found that residents’ perceived risks and perceived benefits will interact with their perceived behavior control,subjective norms,and travel attitude,thereby affecting their leisure travel intention.The COVID-19 has a greater impact on residents whose age is under 26 or between 41-50 years old,whose job is relatively unstable and have low-income.Those residents perceive lower travel utility and higher obstacles and have lower leisure travel intention.Finally,the relationship between the COVID-19 and the pulling motivation of leisure travel is further analyzed.Based on the online travel notes,the perceived tourist destination image and tourists’ emotional tendency of Beijing,Chongqing,and Hangzhou before/during the COVID-19 is analyzed by semantic analysis.The overall image of the destinations is described from four aspects: landscape environment,leisure activities,facility services,and cultural atmosphere.It is found that during the COVID-19,tourists cared more about the natural scenery and cultural atmosphere of the destination,they paid more attention to accommodation conditions and preferred road trips.The research results provide some suggestions on the related policies of leisure travel,the image construction,and the traffic management of tourist attractions,which can provide a theoretical basis for the planning and optimized management of the leisure tourism industry. |
