International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

A Study on the Intention of Tourists Who Visiting Rainbow Village
Kuo-Chung Huang, Mei-Li Yang

For understanding the intention of tourists who travel Rainbow Village, this research applies the theory of planned behavior to study the tourists’ visiting behavior. The questionnaire was distributed and collected in Rainbow village based on a purposive sampling method. The results indicate that the tourists’ attitudes, subjective norms, and perceived behavioral control have positive effect on their intention respectively. 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, tourists prefer the authority could provide convenient city bus and friendly restroom as well as children play ground, moreover to keeping genuine painting style help sustainable tourism development of the village.

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