基于TPB扩展模型的云南中医药健康旅游行为意向及影响因素研究*

目的 研究云南中医药健康旅游者的行为意向及其影响因素，对满足旅游者真实需求、提高健康旅游效益具有重要意义。方法 基于扩展的计划行为理论模型，构建云南中医药健康旅游行为意向模型。采用滚雪球抽样的方法，利用问卷星平台形成网络问卷，并通过微信邀请不同的地区旅游爱好者，发放到其旅游微信群中，共收到432份有效问卷。运用结构方程模型对理论模型进行实证分析。结果 研究发现中医药健康旅游态度（b=0.646，P<0.001）、中医药健康旅游主观规范（b=0.422，P<0.001）、中医药健康旅游知觉行为控制（b=0.320，P<0.001）对云南中医药健康旅游行为意向具有显著正向影响；感知价值（b=0.618，P<0.001）对中医药健康旅游态度具有显著正向影响，感知风险（b=-0.005，P=0.901）对中医药健康旅游态度的负向影响不显著。结论 充分了解旅游者期望，满足其健康养生需求，提高云南中医药旅游质量和服务水平，充分利用新媒介加强宣传，才能让更多的人愿意参与云南中医药健康旅游。

The Behavioral Intention and the Influencing Factors of Yunnan Traditional Chinese Medicine Health Tourism Based on an Extended Theory of Planned Behavior Model

Objective To study the behavioral intention and influencing factors of tourists on traditional Chinese medicine(TCM) health tourism in Yunnan, and to provide reference for the rapid development of TCM health tourism in Yunnan. Methods Based on an extended theory of planned behavior model, the behavioral intention model of Yunnan TCM health tourism was constructed. The snowball sampling method was adopted to form a network questionnaire by using the professional online survey platform: Questionnaire Star(https://www.wjx.cn/). Through WeChat, tourists in different regions were invited to send the questionnaires to their WeChat group. The structural equation model is used to analyze the theoretical model. Results The study found that TCM health tourism attitude(b=0.646, P<0.001), TCM health tourism subjective norms(b=0.422, P<0.001), TCM health tourism perceived behavioral control(b=0.320, P<0.001) had significant positive influence on Yunnan TCM health tourism behavioral intention. Perceived value(b=0.618, P<0.001) had a significant positive impact on the attitude towards TCM health tourism, while perceived risk(b=-0.005, P=0.612) had no significant negative impact on the attitude towards TCM health tourism. Conclusion Only by fully understanding tourists'' expectations, meeting their health needs, improving the quality and service level of TCM health tourism in Yunnan, and strengthening publicity, can more people be willing to participate in TCM health tourism in Yunnan.