Research On The Influence Mechanism Of Health And Wellness Tourism Behavior Of The Elderly In Zhoushan City Based On The Theory Of Planned Behavior

In the post-epidemic era,health has become a major issue of social concern.Health and wellness tourism,which integrates health and tourism,has gradually attracted the attention of scholars.Healthy China is an important guarantee for the country to become strong.People ’s attention to health brings new opportunities for the development of health and wenllness tourism.With the improvement of the consumption ability of the elderly and the change of consumption concept,their demand for health and wellness tourism is increasing.As an important part of the national " big health " industry,health tourism will enter the fast lane of development.This thesis takes health and wellness tourism as the research topic and the elderly as the research object,which has certain research value and theoretical and practical significance.Based on the demand of the elderly for health and wellness tourism,this thesis studies the influence mechanism of the elderly ’s health and wellness tourism behavior based on the theory of planned behavior,and carries out the following research :1.Review and sort out the literature on health and wellness tourism at home and abroad,and analyze the shortcomings of previous studies;2.based on the theory of planned behavior,the hypothesis model of the elderly ’s health and wellness tourism behavior in Zhoushan is constructed,and the research hypothesis is put forward through theoretical reasoning: H1:In the decision-making of health and wellness tourism for the elderly,the attitude of health and wellness tourism has a positive impact on the intention of health and wellness tourism;H2: In the decision-making of health and wellness tourism for the elderly,subjective norms have a positive impact on the behavioral intention of health and wellness tourism;H3: In the decision-making of elderly health and wellness tourism,perceptual behavior control has a positive impact on the behavioral intention of health and wellness tourism;H4: In the decision-making of elderly health and wellness tourism,perceptual behavior control has a positive impact on the actual behavior of health and wellness tourism;H5:The behavioral intention of health and wellness tourism has a positive impact on the actual behavior of health and wellness tourism;H6: In the decision-making of health and wellness tourism for the elderly,the behavioral intention of health and wellness tourism plays an intermediary role between perceived behavioral control and actual behavior of health and wellness tourism;3.Using the questionnaire survey method,the questionnaire is designed based on the research model,and the pre-survey is carried out.According to the pre-survey situation,the questionnaire is adjusted and modified to form a formal questionnaire;4.Test the hypothesis model of this study,draw conclusions and put forward countermeasures according to the conclusions.By constructing the structural equation model,the following conclusions are obtained :1.The attitude of the elderly health and wellness tourism behavior has a significant positive impact on the health and wellness tourism behavior intention;2.The subjective norms of the elderly have a significant positive impact on the behavioral intention of health and wellness tourism;3.The perceived behavioral control of the elderly has a certain positive impact on the behavioral intention of health and wellness tourism,but the impact is not significant;4.The perceived behavioral control of the elderly has a significant positive impact on the actual behavior of health and wellness tourism;5.The behavioral intention of health and wellness tourism has a positive impact on the actual behavior of health and wellness tourism;6.The behavioral intention of health and wellness tourism plays a partial mediating role between perceived behavioral control and actual behavior of health and wellness tourism.The innovation of this thesis : First,based on the perspective of the demand side and based on the empirical research and analysis of the theory of planned behavior,it helps to enrich the theoretical connotation of health and wellness tourism;secondly,the interdisciplinary research method is used to quantitatively analyze the health and wellness tourism behavior of the elderly,and the path analysis is carried out by modeling,which provides a basis for improving the competitiveness of Zhoushan health and wellness tourism.The third is to make an objective evaluation of the influence mechanism of the elderly ’s health and wellness tourism behavior in Zhoushan,and provide development strategies and development ideas for the development of health and welness tourism in Zhoushan.