Research On The Influencing Factors Of Yacht Tourism Consumption Intention In Sanya From The Perspective Of TPB

The continuous increase in tourism demand promotes market expansion,and promotes the rise and development of emerging tourism.Yacht tourism is favored by more and more consumers,and yacht tourism and yacht industry have also become hot spots of academic research.The government has issued relevant policies and measures to strengthen the development of the yacht tourism industry.However,the current domestic research on yacht tourism focuses on the development of the yacht tourism industry,and the research on the consumption intention of yacht tourists is still insufficient.Actively promoting and participating in yacht tourism construction will,on the one hand,promote the development of local tourism and expand tourism consumption,and on the other hand,provide more tourism experiences for international and domestic tourists.This research regards the improvement of yacht tourism consumption intention as a scientific problem,combined with the connotation of yacht tourism consumption and the background of tourism experience,and analyzes the influencing factors of tourism consumption intention from the perspective of planned behavior theory.Including the perception variables of the yachting institution to do the research on the consumption intention of yacht tourism in Sanya,build an analysis model,and deeply analyze the relationship between the consumption intention of yacht tourism and various variables.In this study,SPSS25.0 and AMOS23.0 were used to test the reliability and validity of the questionnaire samples,descriptive statistics analysis,variance analysis,etc.,and to verify the hypothesis by structural equation model.The results show that behavioral attitude,subjective norm and perception of yachting institution positively affect tourists’ consumption intention of yacht tourism in Sanya,while perceived behavior control has no significant positive effect on consumption intention of yacht tourism in Sanya.There are significant differences in the consumption intention of yacht tourism among different genders,ages and income levels.“Lack of time”,“economic constraints” and “low cost-effective consumption” have become the main obstacles to yacht tourism consumption.According to the research conclusions,the countermeasures and suggestions for the high-quality development of yacht tourism in Sanya are put forward to provide reference for the development of yacht tourism industry at home and abroad.