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Enhancing Tourist Consumption in Urban Culture and Business Travel Complexes: A Theory of Planned Behavior Approach

Author(s)

Wenting Chen*, Xiaozi Huang

Affiliation(s)

School of International Business, Xiamen University Tan Kah Kee College, Zhangzhou, Fujian, China *Corresponding Author.

Abstract

As the era of Cultural Tourism 4.0 unfolds, cultural tourism consumption has emerged as a pivotal concept within the tourism industry. The urban culture and business travel complex represents a novel commercial model in China's tourism sector. This study, grounded in the Theory of Planned Behavior, empirically examines the data from 188 tourists visiting these complexes in China to investigate how behavioral attitudes, subjective norms, and perceived behavioral control influence consumer behavior within these complexes. It also explores the mediating role of consumption intentions between these factors. The findings reveal that consumption intentions significantly mediate the relationships between Behavioral Attitudes, Subjective Norms, and consumer behavior, while the mediating effect of Perceived Behavioral Control is negligible. Most tourists are willing to spend within these complexes, finding the experience enjoyable and satisfying. The support and praise from peers and social media further encourage spending, despite a low sensitivity to the alignment of internal and external resources or the quality and practicality of products. Based on these findings, the study proposes strategies including integrating technology with tourism branding and local culture, enhancing technology investment and innovation with multimedia, AR/VR, and 5G technologies, and building a diversified brand system to create immersive urban cultural tourism IPs.

Keywords

Urban Culture and Business Travel Complexes; Cultural Tourism Consumption; Theory of Planned Behavior; Industry Integration

References

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