A Study of the Visitors Behavior Intention in Tianmushan National Nature Reserve, Zhejiang,China-Using the Theory of Reasoned Action

摘要：

Based on a theoretical framework provided by the Theory of Reasoned Action,this paper examines the visitors behavior in the context of a behavioral intention model incorporated attitude factor and subjective norm factor. The model was tested using data from a sample of 486 visitors in the Tianmushan National Nature Reserve, Zhejiang Province, P.R. China. The data was analyzed using Structural Equation Modeling. The results suggest that the model fits the data and indicates that the model is able to explain Chinese visitors behavioral intention.

关键词： Visitor Management Theory of Reasoned Action Structural Equation Modeling

作者: FU Quansheng WANG Zuliang CAI Yongli

作者单位: School of Business, East China Normal University, Shanghai, P.R.China, 200062 Administration of Tianmushan National Nature Reserve, Linan, Zhejiang, P.R.China, 311311 School of Resources and Environment, East China Normal University, Shanghai, P.R.China, 200062

会议类型: 国际会议

会议名称: 2009年战略管理国际会议(2009 International Conference on Strategic Management)

会议地点: 成都

会议语种:英文

页码: 112-118

在线出版日期: 2009-06-25（万方平台首次上网日期，不代表论文的发表时间）