A Study On The Relationship Between Tourism Involvement And Behavioral Intention Of Homestay (B&B) Tourists

With the continuous development of modern life,homestay has gradually become a new form of tourism.In the past two years,due to the impact of the COVID-19 epidemic,the demand for neighborhood travel and self-driving travel has increased,and homestay has become the mainstream choice of tourists.The increasing demand has constantly promoted the diversified and personalized development of home stay industry.As a new form of business under the background of cultural and tourism integration,homestay has become one of the most popular non-standardized accommodation products.It is not only functional,but also gradually evolved into a new tourist destination to attract tourists.However,it is urgent to consider which ways can further meet the diversified needs of tourists and shorten the distance between them and homestay.Many scholars’ studies show that tourists’ positive behavioral intention has a positive impact on product’s regional share and popularity.As a result,it is a practical way to achieve the sustainable development of homestay products to accurately understand the needs of homestay tourists,grasp the behavioral characteristics of tourists,and strengthen the prediction of consumption behavior of homestay tourists.Based on this,this paper takes tourists who have experienced homestay experience as the research object,and uses the behavioral decision-making process of "cognition-emotion-behavior" of the theory of planned behavior and attitude theory,and sets tourism involvement and tourist engagement as cognitive variables and affective variables,respectively.And builds a model of the influence mechanism of tourism involvement,tourist fit,and behavioral intention,and enrich existing research by exploring the relationship between latent variables.By sorting out and analyzing the previous literature,and using SPSS22.0 and AMOS 24.0,the collected questionnaire data were processed.Research indicates:(1)All dimensions of tourism involvement of homestay tourists have a positive impact on behavioral intentions,namely attractiveness,self-expression,and centrality have positive effects on behavioral intentions;(2)The attractiveness,self-expression and centrality of tourism involvement have a positive impact on each dimension of tourist engagement,among which,the influence of self-expression and centrality on enthusiasm is not significant;(3)All dimensions of tourist engagement have a positive impact on behavioral intention,that is,identification,attention,enthusiasm,social interaction,and concentration have a positive impact on behavioral intention;(4)Tourist engagement plays a partial mediating role in the influence of tourist involvement on behavioral intention.In the end,on the basis of foregoing research results,this paper provides management enlightenment for the operators of homestays from the aspects of building distinctive homestays,improving internal environment and facilities,organizing entertainment activities,strengthening non-transactional interaction,and paying attention to the characteristics of tourists.