基于计划行为理论的乡村旅游意向研究

近来，乡村旅游已得到越来越多旅游学者的关注，而微观层面的乡村旅游行为这一主题鲜有研究。文章基，于计划行为理论，通过构建乡村旅游意向的概念模型，旨在检验乡村旅游意向的深层次影响因素和机制。通过对430份样本数据进行探索性和验证性因子分析以及结构方程模型分析发现，情感性态度和工具性态度、外部压力和个人规范、自我效能感和便利认知对旅游者参与乡村旅游的意向存在显著的正向影响，研究最后还提出了引导旅游者参与乡村旅游的管理启示。

The Research of Rural Tourism Intention Based on Theory of Planned Behavior

Recently, rural tourism has received more and more attention from tourism scholars, but there is little research concerning the topic of micro level of tourists behavior of rural tourism. Based on theory of planned behavior, this study aims to test underlying influencing factors and mechanism of rural tourism intention of tourists by constructing the concept of ru- ral tourism intention model. Exploratory and confirmatory factor analysis and structural equation model analysis of 430 sam- ple data show that emotional attitude, instrumental attitude, external pressure, personal norm, perceived self-efficacy per- ceived facilitation have significant positive influences on rural tourism intention of toutists, and finally this research proposes managerial implications of guiding tourists to participate in rural tourism.