心理因素影响下游客节假日错峰旅游出行行为研究

错峰出行是解决出行时间集中引起交通拥堵问题的重要措施. 本文以节假日游客错峰出行行为为研究对象，探究心理潜变量对其错峰出行意向及行为的影响机理. 基于计划行为理论，同时考虑节假日旅游满意度，构建节假日游客错峰旅游出行行为的结构方程模型. 定量研究了态度、主观规范、知觉行为控制、节假日旅游满意度4 个心理因素对游客节假日错峰旅游行为意向及行为的影响. 最后通过问卷调查数据进行了实例分析. 研究结果表明，4 个潜在变量对节假日错峰旅游出行行为意向具有显著影响，其中知觉行为控制是关键因素且影响最大，节假日旅游满意度对节假日错峰出行行为意向及行为有显著负向影响. 本研究可为节假日游客错峰旅游出行措施的制定提供参考依据.

Holiday Tourists' Staggered Shifts Behavior Considering Affection of Psychological Factors

Staggered shifts is an important measure to solve the problem of traffic congestion caused by concentration of travel time. Based on the research object of holiday tourists' staggered shifts behavior, this paper explores the influence mechanism of psychological latent variables on holiday tourists' staggered shifts behavior intention. Considering the theory of planned behavior (TPB) and the holiday tourism satisfaction (HTS), the structural equation model (SEM) of holiday tourists' staggered shifts behavior was constructed. The influence of four psychological factors including tourists' attitude, subjective norms, perceived behavior control (PBC) and holiday tourism satisfaction on holiday tourists' staggered shifts behavior was quantitatively analyzed. Finally, a questionnaire survey was conducted and the data are analyzed with examples. The results show that four potential variables have significant impacts on holiday tourists' staggered shifts travel behavior, and PBC is the key factor with the biggest influence. HTS has a significant negative impact on holiday tourists' staggered shifts travel behavior. This study can provide a reference basis for the formulation of measures on tourists staggered shifts on holiday.