游客对世界文化遗产地的旅游意向的实证研究_沈苏彦.pdfVIP

人文地理 2011 年第2 期总第118 期 文章编号： （ ） 1003-2398 2011 02-0144-06 游客对世界文化遗产地的旅游意向的实证研究 沈苏彦 郭剑英 ， 南京林业大学人文社会科学学院 南京210037 （ ， ） AN EMPIRICAL RESEARCH ON VISITORS INTENTION TO VISIT WORLD CULTURAL HERITAGE SITES SHEN Su-yan, Guo Jian-ying （Faculty of Humanities Social Sciences, Nanj ing Forestry University , Nanj ing 210037, China） Abstract: This research is conducted under the background of the rise of cultural heritage tourism. The au- thors provide a research model of predicting visitors intention to visit cultural heritage sites with the theoreti- cal framework of planned behavior. Past experience and culture tour involvement as two additional attributes are added into the original model of the theory of planned behavior. Thus, the research model supposes that attitude, subjective Norm, perceived control, past experience and culture tour involvement are five valid fac- tors to predict visitors intention to visit cultural heritage sites in the next one year. Furthermore, the authors assume that the following eight pairs of factors are related to each other. (1) attitude and subjective norm; (2) subjective norm and perceived control; (3)attitude and perceive control; (4) perceived control and past experi- ence; (5) past experience and culture tour involvement; (6) perceived control and culture tour involvement; (7) attitude and past experience; (8) attitude and culture tour involvement. Surveys based on the propose