A Study of the Intention of Tourists Who Visiting Sanyi Painting

Kuo-Chung Huang, Mei-Li Yang
2019 Journal of Business & Economic Policy  
For understanding the intention of tourists who visit Sanyi painting, this research applies the theory of planned behavior to study the tourists' intentions and opinions. The questionnaire was distributed and collected in front of the Sanyi Painting Ladder. The results indicate that the tourists' attitudes, subjective norms, and perceived behavioral control had positive effect on their intention respectively. Attitudes have the most significant impact on intention. The construct of attitudes
more » ... uct of attitudes and perceived behavior control have partial mediation effect on the subjective norms to the intention. According to semi-structure questions result, increasing painting areas and to repairing the picture could help with sustainable tourism development of the community. (1985) is a theory derived from rational behavior theory and mainly used to explain and predict people's behavior. The theory of planned behavior indicated that the intentions were influenced by attitudes, subjective norms, and perceived behavioral control. The theory of planned behavior proposed by Ajzen According to the theory of planned behavior, the purpose of this research is to investigate the tourists' intention of visiting the Sanyi painting. The results could help the Sanyi township planning the comprehensive community development in the future, and reducing obstruction of visiting, furthermore helping the sustainable tourism development of the cittaslow. Literature Review 2.
doi:10.30845/jbep.v6n1p10 fatcat:ef5kinihxzhkzgeth4ti7n47ri