Research On Cruise Tourism Behavior Intention Based On The Theory Of Extended Planning Behavior Model

Cruise tourism is a high-end tourism mode with development potential.In recent years,domestic cruise tourism has developed rapidly,but compared with mature cruise markets in Europe and the United States,cruise tourism in China is still in its infancy and has not yet formed a mass cruise tourism consumption market.Under the trend of gradual recovery of the cruise industry after the epidemic and continuous improvement of the national cruise policy environment,the behavior intention of potential cruise tourists and its influencing factors are studied from a micro perspective,with a view to helping to develop the potential cruise tourism market and promoting the healthy and rapid development of the cruise tourism industry.This paper takes potential cruise tourism tourists as the object of study,based on the theory of planned behavior,combined with the actual situation of cruise tourism,introduces risk perception variables,and establishes the influence mechanism of cruise tourism behavioral intention.According to 368 valid questionnaires,this study uses SPSS23.0 and AMOS 22.0 software,aims to explore the influencing factors and mechanism of potential tourists’ cruise tourism behavior intention,and whether the different demographic characteristics of the group(gender,age,occupation,monthly income,highest education and family structure)have a significant impact on the variables in the theoretical model of expansion plan behavior,and to elaborate them in depth.On the basis of the above research conclusions and in combination with the actual situation,the corresponding measures and schemes for the problems are proposed to give the research practical significance to solve the core problems.The research shows that:(1)cruise tourism behavior attitude positively affects cruise tourism behavior intention;(2)subjective norms have a positive impact on cruise tourism behavioral attitudes,but the negative impact on behavioral intentions,and behavioral attitudes play a complete intermediary effect between subjective norms and cruise tourism behavioral intentions;(3)perceived behavior control has a positive impact on cruise tourism behavior intention,but has no significant positive impact on behavior attitude;(4)risk perception has a significant negative impact on cruise tourism behavior attitude and behavior intention,and behavior attitude plays a part of intermediary role between risk perception and behavior intention.(5)risk perception have the greatest impact on behavioral intention,and potential cruise tourists pay more attention to functional risk than other risk perception dimensions.(6)the results show that the demographic characteristics have certain significant differences on variables related to planning behavior theory and risk perception variables,but the hypothesis is not fully tenable.Among them,the gender and occupation have no significant impact on the all variables.Finally,according to the hypothetical path established in this paper and the group characteristics of potential cruise tourists,four suggestions are put forward: focus on cultivating the positive attitude of tourists to participate in cruise tourism,and create a good atmosphere for cruise tourism experience;Focus on perceptual behavior control,and constantly improve the convenience of participating in cruise tourism;Pay attention to functional risks and adhere to the high-quality development of cruise tourism;Pertinently promote marketing work of cruise tourism products.