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| STUDY ON IMPACT OF TRAVEL INTENTION: AN EMPIRICAL STUDY FACING PUBLIC HEALTH EMERGENCY |
| HUANG Chun-hui, LI Ji-zi, ZHOU Xing-jian |
| Tourism Management Research Center of Management School, Wuhan Textile University, Wuhan 430073, China |
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Abstract According to the previous research results about traveling behavior, this paper develops a conceptual model to investigate travelers' intention during the period of public health emergency, which bases on the model of goal-directed behavior, and this paper tries its best to reinforce the base of systematic research of the impact on tourist traveling intention. According to the seven variables, such as attitude, perceived behavior control, positive anticipated emotion, negative anticipated emotions, traveling desire and traveling intention, this paper raises 6 hypotheses, and finally revels the mechanism of action during the period of the public health emergency. After carrying out empirical analysis on the travelers who have the traveling experience when facing public health emergency, such as regression analysis and path analysis through using the statistical software of SPSS and AMOS, the results show that these factors, such as attitude, perceived behavior control and the positive anticipated emotion, have obviously positive effect on travel desire. This paper fully considers different attitude, emotion and subjective norms of our travelers when facing public health emergency, and it not only validates the ability to explain the model of goal-directed behavior, but also expands the application of boundary of the model. Subjective norms also have a positive effect on the desire to travel, but it is not significant. The results show that people' traveling desire mainly depends on his own thoughts, and it is not affected by the sudden public health events. At the same time, traveling desire also has an obviously positive effect on traveling intention, but the negative anticipated emotion has an obviously negative effect toward traveling intention. The impact mechanism of traveling intention is revealed by describing abstractly to rebuild a conceptual model.
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Received: 03 May 2014
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2015, Vol. 30 
