Transformations  in
Business & Economics

A STUDY OF FACTORS OF LEISURE TOURISM INTENTION: BASED ON THE THEORY OF PLANNED BEHAVIOUR
Li Huamin, Zhang Xuejing

ABSTRACT. TPB model is used to explain the behaviour and behaviour intention. The paper discusses the factors of leisure tourism intention, and constructs an Extended Model of TPB which contains the variables of attitude, customer's value etc. Based upon the literature review, the paper constructs the measurement of these factors. A field survey was conducted to collect data from leisure tourists in order to reflect their information about leisure tourism intention in Ningbo. A valid sample of 518 leisure tourists was collected for data analysis. Structural equation modelling was used to test the research model. The results demonstrated that 5 factors including subjective norm, behaviour control perception, attitude, activity, destination image, value of tourists and other variables have significant influence on leisure tourism intention. Attitude and customer's value are the mediator variables in the mode, and they also have significant influence on leisure tourism intention. Other variables have significant effects or have indirect influence on leisure tourism intention.

KEYWORDS:  leisure tourism, activity, intention, destination, formation mechanism, Theory of Planned Behavior.

JEL classification:  L83, R11, D02, D12.