Study On The Elderly Long-stay Tourism Behavior Intention And Influence Mechanism Of Seniors

At present,the problem of aging in China is particularly serious,and the development of old-age undertakings and industries has received much attention.In this context,elderly long-stay tourism has become a new growth point for China's aging industry,and it is also a new form to meet the needs of the elderly in China.Therefore,in the face of the huge elderly long-stay tourism market and the possible social benefits,it is of great significance to understand the intent of the elderly long-stay tourism behavior,the influencing factors of behavioral intentions and the path of influencing factors.On the basis of literature analysis,this study draws on the theory of planned behavior,considering the place attachment of the seniors to the habitual residence environment,including place dependence and place identity for the habitual residence environment.It constructs an analytical framework and hypothesis model of "intention and influence of seniors' elderly long-stay tourism behavior".Then,on the basis of this,the seniors in the Changzhutan city group were sampled,and the data were obtained by questionnaire survey.The reliability and validity of the questionnaire and the fit of the model were tested by SPSS20.0 and AMOS21.0software.The structural equation model method is used to examine the relationship between behavioral attitudes,subjective norms,perceived behavioral control,place dependence,place identity and behavioralintention.We found that:(1)At this stage,the seniors' elderly long-stay tourism behavior intention level is moderate.(2)The behavioral attitude,subjective norms and perceived behavior control of the seniors have a positively affect the intention of the elderly long-stay tourism behavior.The place identity of the seniors in the habitual residence environment has a negative impact on the intention of the elderly long-stay tourism behavior.In the two-dimensional structure of place attachment,the place dependence of the seniors in the habitual residence environment is the pre-driver of place identity.Subjective norms not only directly affect the intention of elderly long-stay tourism behavior,but also have an indirect important influence on the behavior of elderly long-stay tourism behavior through behavioral attitude.(3)In the degree of influence of various factors,behavioral attitude is the most important factor driving the intention of the seniors' elderly long-stay tourism.According to the research conclusions,this paper proposes an intervention path to enhance the intention of seniors' elderly long-stay tourism behavior,in order to form an effective elderly long-stay tourism behavior,promote successful aging,and promote the development of the elderly long-stay tourism market and practice.