Research On The Behavioral Intention Of Tourists Who Want To Visit The Imitated Tourism Buildings Based On The TAM Model

This study investigated the status of counterfeit goods and the imitated tourism buildings.Despite of the most of the imitated tourism buildings poorly managed,we found that part of them were stable developed.According to the literature related to counterfeit goods,tourism decision and so on,The imitated tourism buildings were simply defined and two factors(cost saving,similarity)were raised which would influence the perceived risk and perceived value of tourists.Cost savings include money saving and time saving,similarity include appearance similarity and culture similarity.The imitated tourism buildings were classified into appearance imitated tourism building,culture imitated tourism building and simulation imitated tourism building by the dimension of appearance similarity and culture similarity.And the relativity between cost saving,similarity and perceived risk,perceived value is hypothesized with TAM.This study explored the tourists’ perceived risk,perceived value and behavioral intention,which were influenced by cost savings and similarities,in the tourism activies of visiting the imitated tourism buildings through a designed test.At the same time,this study also explored how the different level of self-esteem,a psychological variable,influence the tourists’ perceived risk,perceived value and behavioral intention.With the questionnaire analyzed by one-way ANOVA,it turns out that there is a significant difference among different kind cost savings and different kind of imited tourism buildings.However,different level self-esteem is not.According to the conclusion of this study,some market positioning strategie,advertising strategie,developing strategie,combined with development of Chinese tourism,can be raised.