Study On Tourism Intention From The Perspective Of The Stress Analysis

With the rapid development of Chinese economy and society nowadays, the tangible and intangible pressures have influenced the lifestyles of people imperceptibly. Tourism is not only an economic phenomenon, but also a social-cultural phenomenon. Citizens are motivated to release the pressure through daily recreation activities, tourism or holiday experience. But the empirical study about impacts of pressure source on people’s willingness to travel is still paid a little attention. In our life, the impact of pressure source on tourism intention do exists; exploring the impact of pressure source on travel intentions in the academic level would be helpful for marketing practices of tourism destinations and the macro and micro tourism management of the tourism administration department. Also, it is useful to the improvement of the quality of people’s quality of work life.Based on the tourist behavioral science theory and pressure theory, the article constructed the theoretical model between pressures and citizens’travel intention. Then, the study collected282usable responses by sampling urban residents from Changsha, the provincial capital of Hunan Province. A descriptive statistical analysis, factor analysis, cluster analysis and variance analysis was adopted by using SPSS17.0statistical software. Factor analysis extracted six factors of the pressure: interpersonal stress, pressure of working, social identity pressure, nervous stress, family stress, desire pressure. Regression analysis revealed that interpersonal stress, social identity and family pressures have a significant positive effect on urban residents’travel intentions. Cluster analysis identified three pressure groups:the high-pressure bearers, the moderate-pressure bearers, the low-pressure bearers. By using the analysis of variance between three groups, we can find that those who bear the high pressure have the strongest intentions to travel; those who bear medium pressure have lowest intentions to travel. Finally, recommendations were made from both the standpoints of governments and destinations/tourism enterprises:Firstly, the tourist destinations or enterprises can tying in marketing of destinations from perspectives of marketing pressure to create more value for tourists; Secondly, the government should promote implementation of the system of paid leave in order to guarantee the size and the quality of tourism. At last, the article brought forward prospects of this research.