| The beginning of 2023 set off a tourism "fever",and the tourism market ushered in a comprehensive recovery.The recovery of tourism also promoted the development of other industries.In the first quarter of 2023,the total number of domestic tourists reached 1.216 billion,up 46.5%at the same time,and the domestic tourism revenue reached 1.30 trillion yuan,up 69.5%year-on-year.The above data revealed the fact that the national tourism consumption demand was high and the market potential was huge.The existing research mainly focuses on how to recover the tourism industry in the post-epidemic era,and less on the public’s attitude and willingness to travel.From the public’s point of view,it is beneficial to promote the highquality development of tourism to understand the public’s tourism will and influence mechanism in the post-epidemic era,and then take targeted measures.Based on the theory of planned behavior,this paper introduces the related factors of perceived risk,policy support and personal attributes,and then constructs a model of influencing factors of public travel will after the epidemic,exploring the influence and mechanism of planned behavior theory,perceived risk,policy support and different personal attributes on their travel will after the epidemic.Once again,study and draw lessons from the existing mature scale,design research,distribute and recycle questionnaires,analyze survey data,verify research assumptions and modify the influence model by using structural equation model,and get the relationship between each influencing factor and tourism willingness.Finally,use LDA theme model to supplement the influencing factors of citizens’ tourism willingness and supplement the analysis results of structural equation model.In terms of tourism attitude and willingness,the public has a positive attitude towards tourism at present.With the constant adjustment of epidemic prevention policies,most people want to travel very much and have made plans and arrangements.However,due to the pain of infection,most people still hold a wait-and-see attitude towards long-distance travel.From the perspective of influencing factors and mechanisms,all factors in the planned behavior theory have a significant positive impact on the public’s willingness to travel after the epidemic,and tourism attitude plays an important role,and as an intermediary variable,it is positively influenced by subjective norms and perceptual behavior control,and the perceptual behavior control has the least impact;Perceived risk directly and significantly negatively affects the public’s willingness to travel after the epidemic;Policy support indirectly affects the willingness to travel after the public epidemic by affecting individual perception;At the same time,groups with different personal characteristics have different significant differences in different factors.According to the analysis results of LDA theme model,the public’s concern about the support of family and friends,the ability to travel,the problems encountered during the journey,and the policy support of national enterprises for tourism correspond to the latent variables in the structural equation model,which refines the influencing factors of the public’s willingness to travel in the post-epidemic era and depicts the latent variables more comprehensively.This paper takes Harbin City as the research site,starts from the public perspective,expands the theory of planned behavior and applies it to the study of the influence of travel intention.It can not only enrich the research connotation of planning behavior theory and perceived risk theory,but also enhance the interpretation and prediction of public travel intention after the epidemic.The research results have a guiding effect on the recovery of tourism,and help the government and relevant tourism departments to ensure the quality of tourism services and tourism products from the perspective of the public,and promote the high-quality development of tourism after the epidemic. |
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