Research on Influencing Factors of Chinese Medicine Health Tourism Choice Intention of Tourists Based on ETPB Theory

Biao Zhang, Chunyan Xu, Jiancheng Liu

2022

Abstract

This paper analyzes the influencing factors and the relationship between tourists’ behavior choice of Chinese medicine recreation tourism. Based on the authoritative theory in the field of behavior research --- Planned Behavior Theory, this paper builds a behavioral choice model of Chinese medicine recreation tourism by adding individual attributes and scenic spot attributes. The structural equation model test of 551 valid sample data shows that professional background, convenience, natural resources and accommodation ticket cost have the most obvious influence on tourists’ behavior choice. The influence of personal pressure is greater than that of social pressure. Meanwhile, family income, self-interested attitude and educational background also have certain influence on tourists’ behavior choice.

Paper Citation

in Harvard Style

Zhang B., Xu C. and Liu J. (2022). Research on Influencing Factors of Chinese Medicine Health Tourism Choice Intention of Tourists Based on ETPB Theory. In Proceedings of the 4th International Conference on Economic Management and Model Engineering - Volume 1: ICEMME; ISBN 978-989-758-636-1, SciTePress, pages 699-706. DOI: 10.5220/0012042200003620

in Bibtex Style

@conference{icemme22,
author={Biao Zhang and Chunyan Xu and Jiancheng Liu},
title={Research on Influencing Factors of Chinese Medicine Health Tourism Choice Intention of Tourists Based on ETPB Theory},
booktitle={Proceedings of the 4th International Conference on Economic Management and Model Engineering - Volume 1: ICEMME},
year={2022},
pages={699-706},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012042200003620},
isbn={978-989-758-636-1},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Economic Management and Model Engineering - Volume 1: ICEMME
TI - Research on Influencing Factors of Chinese Medicine Health Tourism Choice Intention of Tourists Based on ETPB Theory
SN - 978-989-758-636-1
AU - Zhang B.
AU - Xu C.
AU - Liu J.
PY - 2022
SP - 699
EP - 706
DO - 10.5220/0012042200003620
PB - SciTePress