SCIENTIA GEOGRAPHICA SINICA ›› 2019, Vol. 39 ›› Issue (11): 1796-1805.doi: 10.13249/j.cnki.sgs.2019.11.014

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Rural Travel Behavior Intention Model Construction and Impact Based on Place Emotion

Zhang Yuangang1, Yu Xiangyang2(), Cheng Jingjing2, Yu Runzhe3   

  1. 1.College of Tourism, Shanghai Normal University, Shanghai 200234, China
    2.School of Tourism, Huangshan University, Huangshan 245041, Anhui, China
    3.Faculty of International Tourism and Management, City University of Macau, Macau 999078, China
  • Received:2018-12-04 Revised:2019-02-27 Online:2019-11-10 Published:2020-01-09
  • Contact: Yu Xiangyang
  • Supported by:
    National Natural Science Foundation of China(41571140);Anhui Philosophy and Social Sciences Planning Project(AHSKY2018D23);Key Research Projects on Innovative Development of Social Sciences in Anhui Province(2018CX108)


Place emotion is an important factor in studying the tourists′ recreational behavioral intention. This paper takes Xidi, Hongcun of Anhui Province and Wuyuan village of Jiangxi Province as research cases and uses SEM as the dada analysis method to reconstruct the tourists′ behavioral intention of travelling in rural areas though expanding and reshaping TPB, TSR and MGB models. The results indicate that the index of intentional interpretation and prediction of tourists′ rural recreational behavioral intention is good, and the model has stability of reviewing effect. The place emotional identity has the most significant effect on the tourists′ recreational behavioral intention, followed by attitude, subjective norm and perceptual behavior control, and tourists have different influences trend on the overall effect of selecting rural tourism destinations; after reshaping the attitude factor, the explanation and predictive ability of the collation model is improved; adding a desire factor, it is equivalent to place emotion, perception behavioral control and subjective norms inducing desire with emotional motives through attitudes, which plays a role in catalyzing desires, and thus generates recreational behavioral intention. In addition to satisfying the sufficiency of the TPB, TSR and MGB models, the reconstructed tourists′ rural recreational behavioral intention model also improves the interpretation and predictability of tourists′ behavioral intention. The comparison among the reconstructed model with the TPB, TSR and MGB models shows that the reconstructed model is superior to the other models in this study. With place emotion factor in this reconstruction model, it can significantly enhance the explanatory and predictive ability, moreover it is suitable for empirical research in rural tourism destinations. The extended variables provide insights for other researchers besides verifying the constructed model in this study. The classical model constructed by scholars gives a path for researchers, but practical study needs to be considered in the further research.

Key words: behavioral theory, place emotions, rural tourists, behavioral intention, SEM model reconstruction

CLC Number: 

  • F590