Research On Tourists’ Night Cultural And Tourism Consumption Intention Based On The Theory Of Planned Behavior

As China’s tourism industry shifts from expansion to high-quality integrated development,night tourism has become a major innovative upgrade model.The night economy has become a new way to stimulate the domestic tourism consumption market and promote the integration of culture and tourism in the post-pandemic era.How to enhance tourists’ nighttime cultural and tourism consumption experience,increase their willingness to consume at night,and expand nighttime cultural and tourism consumption have received much attention.The Nanchang Wanshou Palace Historical and Cultural District is an important historical and cultural heritage site in Nanchang City and a national-level nighttime cultural and tourism consumption aggregation area.As one of Nanchang City’s tourism business cards,it attracts a large number of domestic and foreign tourists for sightseeing and tourism.By studying the Wanshou Palace Historical and Cultural District,its tourism value can be better explored,making new contributions to Nanchang’s cultural and tourism consumption.This study takes the Nanchang Wanshou Palace Historical and Cultural District as the research object,uses the theory of planned behavior to analyze influencing factors and propose research hypotheses,and constructs a research framework for tourists’ nighttime cultural and tourism consumption behavior.Through the design of the theory of planned behavior scale and the tourist nighttime cultural and tourism consumption willingness scale,including behavioral attitude,subjective norms,perceived behavioral control,and cultural experience consumption behavior,descriptive analysis and reliability and validity analysis of the data were conducted using SPSS software.The hypothesis model was tested using regression analysis,and the research results are as follows:Behavioral attitude,subjective norms,perceived behavioral control,and cultural experience consumption behavior all have a significant positive correlation with tourists’ nighttime cultural and tourism consumption behavior willingness,and the strength of the influence is in the order of cultural experience consumption behavior,behavioral attitude,perceived behavioral control,and subjective norms.Subjective norms and perceived behavioral control both have a significant positive correlation with tourists’ nighttime cultural and tourism consumption behavior attitude.Based on the research results,policy recommendations are proposed,including strengthening macro guidance and encouraging cultural and tourism consumption,enhancing tourists’ behavioral attitudes;scenic spots should strengthen publicity and marketing,expand brand radiation effects,and influence tourists’ subjective norms;at the same time,cultural connotations should be deeply excavated,Nanchang’s characteristic themes should be created,cultural experience products should be increased,and immersive night tours should be launched,emphasizing cultural experience consumption behavior and enhancing tourists’ willingness to consume at night.