An Analysis Of Influencing Factors And Paths Of Research Behavior From The Perspective Of TPB

Currently,research tourism is an important topic in education and tourism circles.This kind of tourism + education model is advancing rapidly in line with the popularization of quality-oriented education,which makes research tourism frequently appear in the national policy documents.Research tourism includes the teaching plan of primary and secondary schools has become an important part of the teaching activities,so research tourism market brings new growth point for the development of our tourism industry.With the promotion of the "double reduction" policy bringing new opportunities for the development of the research tourism market,primary school students,as the main body of research tourism activities,become more complicated because of the dislocation of their parents as purchasing decision makers and children as actual experience.Therefore,the research tourism behavior as a promotion of the upgrading of tourism formats and the development of new tourism formats has important research significance.This study adopts the fuzzy set qualitative comparative analysis method(fs QCA)with multi-variable interaction,takes the theory of planned behavior as the theoretical perspective,takes parents’ behavioral intention towards research tourism as the result variable,and builds a research model with education,recreation,place identity,self-cognition,recommendation behavior,and service quality as the ante-dependent variables.In addition,Qingdao,Shandong Province,is taken as a case study and primary school parents are taken as research objects.Data obtained through questionnaire survey are taken as samples for analysis.The results show that:(1)Among the four configuration paths that drive the highly studied tourism behavior,one of the three conditions,behavioral attitude,subjective norm and perceived behavior control,must be one of them,and they can substitute for each other,indicating that the study tourism behavior has multiple concurrent causality and equivalence characteristics;(2)There were 4combination paths satisfying the condition of high willingness and 1 path satisfying the condition of low willingness.The overall consistency was0.955 and the overall coverage was 0.976.(3)Among all the path combinations,education as the core condition appears the most frequently,indicating that parents’ expectation of research tourism is still mainly aimed at education.(4)The four paths constitute four major paths,namely,the leading path of local characteristic education,the leading path of cognitive education,the leading path of recommendation service,and the comprehensive path of recreation education.(5)Each path contains two core variables.When educational,local and recreational factors are included,the path has the highest explanatory power.(6)In the study of tourism behavior,each influencing factor presents a combination and complementary relationship,so the relationship between latent variables further confirms the existing research that the three elements of the theory of planned behavior do not exist independently but combine and interact with each other.The research conclusions not only help to enrich the interdisciplinary academic research in the form of tourism + education,but also provide theoretical basis and practical reference for the transformation and development of tourism enterprises and education and training institutions to a certain extent.