Proceedings of the 2024 9th International Conference on Modern Management, Education and Social Sciences (MMET 2024)

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Study on University Students’ Behavior in Leisure Fishing Villages Based on the Theory of Planned Behavior (TPB)

Authors
Tian Wang1, *
1College of Fisheries, Jimei University, Xiamen, Fujian, 361000, China
*Corresponding author. Email: 748823308@qq.com
Corresponding Author
Tian Wang
Available Online 9 December 2024.
DOI
10.2991/978-2-38476-309-2_98How to use a DOI?
Keywords
Theory of Planned Behavior; Fishing Village Tourism; University Students; Travel Motivation
Abstract

Fishing village tourism, which blends natural landscapes and cultural experiences, attracts many visitors. However, research on university students’ tourism behavior in this context is limited. This study uses the Theory of Planned Behavior (TPB) and Structural Equation Modeling (SEM) to analyze factors such as travel motivation, behavioral intention, and perceived value among students. The results indicate that attitude, primarily influenced by natural and cultural attractions, significantly impacts tourism intentions. Subjective norms, like social circles and media influence, and perceived behavioral control, including travel convenience and safety, also play crucial roles. The study further identifies perceived value as a mediator between these factors and behavioral intention. These findings provide empirical support and policy recommendations for developing and marketing fishing village tourism to attract university students.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 9th International Conference on Modern Management, Education and Social Sciences (MMET 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
9 December 2024
ISBN
978-2-38476-309-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-309-2_98How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tian Wang
PY  - 2024
DA  - 2024/12/09
TI  - Study on University Students’ Behavior in Leisure Fishing Villages Based on the Theory of Planned Behavior (TPB)
BT  - Proceedings of the 2024 9th International Conference on Modern Management, Education and Social Sciences (MMET 2024)
PB  - Atlantis Press
SP  - 818
EP  - 825
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-309-2_98
DO  - 10.2991/978-2-38476-309-2_98
ID  - Wang2024
ER  -