基于结构方程模型的大学生特种兵式旅游意愿影响因素研究

Study on the Influencing Factors of College Students’ Willingness to Engage in Special Forces-Style Tourism Based on Structural Equation Model

摘要: 特种兵式旅游作为一种新兴的旅游方式，引起了社会对青年群体新型旅游方式的关注。本研究以武汉市高校大学生为研究对象，基于计划行为理论，引入感知风险变量，构建结构方程模型，探究大学生特种兵式旅游意愿的影响因素以及影响因素之间的作用关系。结果表明：旅游态度、主观规范和知觉行为控制对大学生特种兵式旅游意愿有显著的正向影响，感知风险对特种兵式旅游意愿的影响并不显著；主观规范和知觉行为控制对旅游态度有显著的正向影响。

Abstract: Special forces-style tourism, as an emerging form of tourism, has aroused the attention of the society to the new way of travel for youth groups. This study focuses on college students in Wuhan and is based on the Theory of Planned Behavior. It introduces the perceived risk variable, constructs a structural equation model, and explores the factors influencing college students’ willingness to engage in special forces-style travel, as well as the relationships between these factors. The results indicate that tourism attitude, subjective norms, and perceived behavioral control significantly and positively influence college students’ willingness to participate in special forces-style tourism. The impact of perceived risk on this willingness is not significant. Additionally, subjective norms and perceived behavioral control have a significantly positive impact on tourism attitude.