Explore the Intention of Tourists of Visiting Colorful Village- A Case Study of Jingpu Colorful Village “Cat World”

Abstract

This paper applies the theory of planned behavior to study the tourists' intentions of visiting the Jingpu Colorful Village "Cat World". The questionnaire was distributed and collected in Jingpu village based on a purposive sampling method. Empirical results reveal that the tourists' attitudes, subjective norms, and perceived behavioral control had positive effect on their intention respectively. Perceived behavioral control has the most significant impact on intention. The construct of attitudes has a complete mediation effect on the subjective norms to the intention. Perceived behavioral control has a partial mediation effect on construct of subjective norms to the intention. According to semi-structure questions result, convenient and friendly hardware as well as travel itinerary with local industrial features help sustainable tourism development of the village.