| Since the National Tourism and Leisure Outline(2013-2020)issued by the State Council in 2013,it has been proposed to "gradually implement Study-oriented travel for primary and secondary school students".Study-oriented travel has been included in the daily education of primary and secondary school students and comprehensive quality education for students,showing a trend of vigorous development.Parents,as the guardians of their children,have a great influence on whether they agree to participate in the Study-oriented travel.This study takes the parents of primary and secondary school students as the research object,based on the theory of planned behavior,adopts a questionnaire survey method,and uses SPSS 24.0 and AMOS 23.0software to analyze the obtained questionnaire data.Analyzing the influence path of parents’ safety perception of Study-oriented travel on their behavior intention through three leading variables of planned behavior theory,namely,Study-oriented travel attitude,subjective norms and perceived behavior control,The purpose of this study is to improve the safety management of Study-oriented travel and optimize the design of courses for enterprises and school.The results shows that:(1)Parents of primary and secondary school students’ Study-oriented travel attitude,subjective norms,and perceived behavior control all have significant positive effects on behavior intentions.Among them,the attitude to Study-oriented travel has the greatest impact on behavioral intentions.(2)Parents of primary and secondary school students’ safety perception of Study-oriented travel have a significant positive impact on their attitudes and subjective norms,but have no significant impact on perceived behavior control and behavior intentions.The safety perception of Study-oriented travel has a greater impact on their attitudes towards Study-oriented travel.(3)The attitude of the parents of primary and secondary school students has a significant positive impact on subjective norms and perceived behavior control,and the influence on subjective norms is even greater.(4)The subjective norms of the parents of primary and secondary school students have a significant positive impact on the control of perceived behavior.(5)The attitudes,subjective norms,and perceived behavior control of the parents of primary and secondary school students play a completely mediating role in the influence of the safety perception of the Study-oriented travel on the behavior intention.Among them,the parallel intermediary path of Study-oriented travel safety perception→Study-oriented travel attitude→behavior intention has the greatest influence.The chain intermediary path of Study-oriented travel safety perception→attitude→subjective norm→behavior intention is second influence.(6)Whether the parents of primary and secondary school students know Study-oriented travel there is a significant difference in the behavior intention.The average value behavior intention of the parents who knows is higher than those who don’t know the study –oriented travel;the gender of the child has a significant difference in the parent’s perceived behavior control,and the parent whose child is a boy has a higher average value on perceived behavior control;There are significant differences in the children’s grades regarding the safety perception and subjective norms of parents’ study –oriented travel.Parents whose children are in grades 1-3 have the highest average value of study –oriented travel safety perceptions and subjective norms;whether the child has participated in the study –oriented travel is significantly different of the parents’ study –oriented travel of attitudes,perceived behavior control,and travel intentions,and the average value of children’s participatied is higher;The number of children’s participation in study –oriented travel has significant differences of parents’ perceived behavior control and behavior intentions.The more children participated,the higher the average value of the two variables;The gender of parents has significant differences in the control of perceived behavior,and the average value of the perceived behavior control of men is higher than that of women.Parent age has significant differences in the safety perception and behavior intention of research travel;parents’ educational background has significant differences in perceived behavior control and behavior intention;parent occupations have significant differences in attitudes,perceived behavior control,and behavior intention of study –oriented travel;parents’ average monthly income has significantly different in study –oriented travel attitude,perceived behavior control,and behavior intention. |
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