Research On Relationship Among Leisure Involvement,Place Attachment And Behavioral Lntention

As against conventional tourism,rural tourism has certain typical characteristics like:it is experience oriented,the locations are sparsely populated,it is predominantly in natural environment,it meshes with seasonality and local events and is based on preservation of culture,heritage and traditions.In the backdrop of 'the public recreational ages5 and'the beautiful countryside construction',our rural tourism meet a very good opportunity for development and it has become an important force to promote regional economic development,but we are also facing some enormous challenges,such as single business model,strong homogeneity,unreasonable development methods and lack of deep understanding.Place attachment is the emotional bond between person and place,and is a main concept in environmental psychology.It plays an important role in influencing tourists'perception,evaluation,attitude and behavioral intentions.Meanwhile involvement is considered an individual's psychological state,therefore this paper combined the involvement theory with the place attachment theory and explored the mechanism between them deeply.It mainly discussed whether leisure involvement and place attachment can promote tourists'behavioral intention and studied the mediated role of place attachment on the basis of them,that is to say,whether leisure involvement can affect the behavioral intention by affecting place attachment.The purpose of this paper is to study tourists psychology so as to promote tourists' behavioral intention and improve the rate of visitors to revisit,also,hope to provide new ideas for the managersFirst of all,in the existing literature at home and abroad combing process,very few academics used involvement theory and place attachment theory together to study behavioral intention.Thus,based on the two theory above,this paper divided leisure involvement into three dimensions:pleasure,importance and symbolism and divided place attachment into two dimensions:place dependence and place identity.Taking San Gua Gong She for research objects,this paper constructed a conceptual model among leisure involvement,place attachment and behavioral intention.Then,after preluiminary collation,the reliability and validity of the data were verified by SPSS22.0.After validation,correlation analysis was used to test the degree of correlation between variables and the dimensions of variables.Finally,regression analysis was used to test the relationship between variables and their degree of influence.Through these researches,the paper received the following two main conclusions:(1)The dimensions of leisure involvement all had a significant positive impact on place attachment and its dimensions;place attachment and its two dimensions had significant positive effects on behavioral intention;leisure involvement and its various dimensions have significant positive effects on behavioral intention.(2)Place attachment had mediating effect in it.Specifically,place dependence had partial mediating effect in the relationship of pleasure,importance and symbolism,respectively.Place dependence has a mediating effect on behavioral intention,among which pleasure affects behavioral intention.The mediation effect is the strongest in intention relationship,and the mediation effect of place identity in the path of pleasure,importance and symbolism is the strongest in the path of symbolic influence.Based on the above conclusions,this paper put forward operational suggestions on how to improve tourists' behavioral intention from two aspects:improving leisure involvement and enhancing local attachment.Finally,the paper expounded the shortcomings of the study and the direction of future research.