Research On Influencing Factors Of Tourists’ Behavior Intention In Night Travel

With the rapid development of tourism,while the economy is booming,daytime tourism can no longer meet people’s travel needs.In recent years,night tourism has slowly changed people’s travel habits,and has been favored by people with its unique charm.Night travel is a new consumption point of tourism,a realistic requirement of the structural reform of the tourism supply side,and a new driving force for economic development,which is of great significance to promote the prosperity of night economy.From the perspective of research,night tourism research mainly focuses on the qualitative and descriptive analysis from the macro perspective,and lacks the empirical research based on the tourist perspective.From the perspective of practical development,although the domestic support for the development of night tourism is large,the overall development is still in the initial stage,and the market potential needs to be further explored.Among them,the development level of Chongqing night tourism is in a leading position in China.In this paper,tourists who have participated in night tourism in Chongqing are selected as the research objects,and the influencing factors of tourists’ night tourism behavior intention are studied by combining qualitative and quantitative research methods,in order to help the development of night tourism market in Chongqing and provide reference for the development of night tourism in other regions of China,which has certain theoretical and practical significance.First of all,based on the theory of planned behavior,this paper introduced the perspective of tourists’ perception to determine the variables and their dimensions,then proposed relevant hypotheses and constructed the influence model of Chongqing’s nighttime tourism behavior intention in this paper.Then,the hypothetical relationship between tourists’ nighttime tourism behavior intention and its influencing factors was empirically verified,and the behavioral attitude was obtained.Both perceived behavioral control and tourists’ perception have a significant positive relationship with behavioral intention.Subjective norms influence behavioral intention by positively affecting behavioral attitude,among which tourist perception dimension has the greatest impact on tourists’ behavioral intention.Four development suggestions are put forward from the perspective of the above four dimensions’ impact on tourists’ behavioral intention and tourists’ preference choice for night travel: Strengthen the night tourism publicity,enrich the night tourism information access channels,improve the cultural connotation of night tourism products,fine broaden the night tourism market.