Author(s)

Liaokun Ye, Sha Zhang, Renchao Lv

Corresponding Author

Renchao Lv

Abstract

Guided by promoting the high-quality development of the sports tourism industry, this study introduces the variable of place attachment based on the Theory of Planned Behavior (TPB) to explore the influencing mechanism of sports tourism consumers' behavioral intention. A theoretical model was constructed, and empirical analysis was conducted using structural equation modeling. The results show that behavioral attitude, subjective norm, and perceived behavioral control have significant positive impacts on sports tourism consumers' behavioral intention, among which perceived behavioral control has the most prominent influence. Place attachment plays a partial mediating role between the above three factors and behavioral intention, and also has a direct positive impact on behavioral intention. The study confirms that place attachment is a key emotional link connecting cognitive factors and behavioral intention, providing a theoretical basis for sports tourism destinations to optimize product design and marketing strategies.

Keywords

Sports tourism;Consumers;Behavioral intention;Theory of Planned Behavior;Place attachment