Influence of Sustainable Development by Tourists’ Place Emotion: Analysis of the Multiply Mediating Effect of Attitude

Yuangang Zhang and Lijuan Wang
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Yuangang Zhang: Faculty of International Tourism and Management, City University of Macao, Macau, China
Lijuan Wang: Faculty of International Tourism and Management, City University of Macao, Macau, China

Sustainability, 2019, vol. 11, issue 5, 1-15

Abstract: Place emotion is an important factor in studying the behavioral intention of tourists. Based on the planning behavior theory and goal-oriented behavior model, this article combines the actual situation of rural tourist, expands the behavioral theory, and constructs the tourist behavior of place emotion. This paper takes the World Cultural Heritage Sites Xidi and Hongcun as research cases and uses Structural Equation Modeling (SEM) research methods. The results indicate that the constructed behavior intention of tourists traveling in rural areas gives a good explanation and goodness of fit. The influence of place emotion on behavioral intention is stronger than attitude, subjective norm, and perceptual behavior control. Through multiple mediation analysis, attitudes have partial mediating effects on place emotions, perceptual behavior control, and subjective norms, and the place emotion has the most significant among the indirect effects, followed by subjective norms and perceptual behavior control. The results provide reliable advice for the sustainable development of rural tourism.

Keywords: place emotion; behavior intention; model reconstruction; multiple mediation; rural tourists (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:5:p:1384-:d:211426

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