Craving better health? Influence of socio-political conformity and health consciousness on goal-directed rural-eco tourism

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Zhang, Yuangang
Wong, IpKin Anthony
Duan, Xialei
Chen, Yun Victoria
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2021
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Abstract

Health is an ultimate goal that people continue to pursue through various means including traveling. This study draws on three theoretical strands – goal-directed behavior, normative social influence, and the theory of fantasy realization – to synthesize a framework that takes personal (i.e. health consciousness) and socio-political forces (i.e. social and political conformity) as impetuses to tourists’ health goal pursuit through rural-eco travel opportunities. The current inquiry takes a quantitative approach with data driven from rural-eco sites to project how conformity and health consciousness could jointly influence tourists’ health-directed travel desire through changes in their attitudes, subjective norm, and perceived behavioral control.

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Journal of Travel & Tourism Marketing

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38

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5

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Subject

Tourism

Social Sciences

Hospitality, Leisure, Sport & Tourism

Social Sciences - Other Topics

Conformity

health consciousness

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Zhang, Y; Wong, IA; Duan, X; Chen, YV, Craving better health? Influence of socio-political conformity and health consciousness on goal-directed rural-eco tourism, Journal of Travel & Tourism Marketing, 2021, 38 (5), pp. 511-526

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