A Research Into Parent-child Tourism Behavioral Intention Of Jinan Residents Under The Perspective Of Theory Of Planned Behavior

In recent years,with the rapid development of tourism industry and parents' attention to the education form of "education for fun",parent-child tourism has become a unique form of tourism accepted by more and more families.At the same time,with the formal opening of the two child policy,parent-child tourism will usher in new opportunities for development.First of all,this paper makes a comprehensive analysis of the domestic and foreign researches on the theory of planned behavior and parent-child tourism.Secondly,the concept definition and theoretical introduction of parent-child tourism and parent-child tourism behavior intention are carried out,and a research model is established based on theoretical analysis.Finally,the residents of Jinan city were selected as the survey objects,and the questionnaire was designed by referring to the maturity scale related to the theory of planned behavior.SPSS23.0 and AMOS23.0 were used for data analysis to test the significant relationship between each item and variable,and reasonable Suggestions were put forward according to the measurement results.The research on influencing factors of parent-child tourism behavior intention mainly combines theoretical analysis and empirical analysis.The specific research contents mainly include the following points:First of all,this paper combed and analyzed the domestic and foreign literature related to the theory of planned behavior and parent-child tourism to explore whether the theory of planned behavior can be effectively applied in the research of parent-child tourism.Secondly,according to the relevant theoretical basis,the theoretical model of planned behavior is established,and the external influence system variables are added according to the actual situation,to analyze whether the variables in the theoretical model of extended planned behavior have significant influence on the behavioral intention,and then analyze the parent-child tourism behavioral intention of Jinan residents.Quantitative analysis mainly uses SPSS23.0 to conduct descriptive statistical analysis of demographic characteristics,reliability and validity analysis,independent sample T-test and one-way ANOVA to analyze the basic demographic characteristics,validity and reliability of the questionnaire and the significant relationship among variables.With the help of AMOS23.0,confirmatory factor analysis and structural equation analysis were carried out on the questionnaire sample data to establish the structural equation model and analyze the interaction between variables and each item and the degree of influence.The results show that the demographic characteristics have a significant impact on the related variables of the theory of planned behavior and the external influence system,but the hypothesis is not fully tenable;the variables of the theory of expanded planned behavior have a significant impact on the behavioral intention;among them,the external influence system has no significant impact on the attitude variables in the theory of planned behavior.According to the survey results,the following suggestions are put forward for the development of parent-child tourism in Jinan: perfecting the system of parent-child tourism products;creating a good social environment for parent-child tourism;carrying out multiple channel parent-child tourism marketing.