健康是人类永恒的追求，也是人全面发展、生活幸福的基石。人口老龄化、 亚健康等问题迫切需要得以解决。康养旅游是使旅游者身体、心智和精神达到优 良状态的旅游活动，能够为人类的发展带来福祉。目前我国康养旅游的发展形势 大好，行业发展蒸蒸日上，研究旅游者的康养旅游意向有利于开发出满足旅游者 需求的康养旅游产品、增加康养旅游产业的生命力和吸引力。从现有的研究成果 上看，关于康养旅游的学术研究尚处于探索阶段，侧重于定性研究，关于康养旅 游意向的实证研究具有重要的意义。 本研究以高校教师为调研对象，以康养旅游作为研究对象，运用文献分析法、 问卷调查法和统计分析法，以计划行为理论、休闲限制理论、知信行理论为基础 理论，结合了康养旅游的特点，进行系统的理论研究，推导构建了 “康养旅游 意向影响因素模型”。通过实证分析得到以下结论：（1）不同学科背景下的高校 教师对康养旅游态度、康养旅游意向存在显著性差异；不同岗位的的高校教师在 知觉行为控制上存在显著性差异；不同收入水平的高校教师在知觉行为控制、健 康感知上存在显著性差异。（2）康养旅游意向受到健康意识、主观规范、知觉行 为控制、康养旅游态度等因素的直接影响，影响程度大小为：康养旅游态度＞主 观规范＞健康意识＞知觉行为控制。（3）健康意识和主观规范不仅直接影响到康 养旅游意向还通过康养旅游态度产生间接影响。（4）健康感知会在康养旅游态度 与康养旅游意向的关系间起到反向的调节作用。最后结合研究结论与康养旅游 的实际情况，为政府、行业、企业的实践运作提出了相应的对策与建议。 本文可能的理论创新之处体现在：第一，在计划行为理论的基础上，以健康 意识为分析路径，构建了包含健康意识、主观规范、知觉行为控制、康养旅游态 度、康养旅游意向的关系模型，扩展了康养旅游意向的影响因素研究。第二，选 取健康感知作为调节变量，在理论上验证健康感知在康养旅游意向影响因素中 的调节效应，在一定程度上解释了个体健康状况在康养旅游意向形成过程中发 挥的作用。 关键词：康养旅游 行为意向 健康意识 健康感知 高校教师III Abstract Our human beings pursue health all the time because it is foundation stone for our all-round development and happiness. The problems of population aging and sub- health need to be solved urgently. Health and wellness tourism (HWT) is a kind of tourism activity which helps tourists to achieve good physical, mental and spiritual conditions. It can bring benefits to human development. At present, HWT is warmly welcomed and the industry grows more and more prosperous. Studying the HWT intention of tourists is conducive to our developing HWT products which can meet demands of tourists and improve the vitality and attraction of the HWT industry. Existing research results show that academic researches on the HWT are still in the exploratory stage. They focus on qualitative research. Therefore, the empirical research on the HWT intention is greatly significant. This study investigate and surveys college teachers on their health and wellness tourism situation and uses literature analysis, questionnaire investigation and statistical analysis methods to explain the concept and connotation of health and wellness tourism according to characteristics of HWT and TPB theory, Leisure restriction theory and KAP theory.It also carries out a systematic theory research and construct the model for Health and wellness tourism influencing factors. The following conclusions are obtained through empirical analysis: (1) College teachers of different subjects have significantly different attitudes and intentions towards HWT. College teachers in different positions have significantly different perceived behavior control ways. College teachers with different income levels are significantly different in perceived behavioral control and health perception. (2) The HWT intention is directly affected by health consciousness, subjective norms, perceived behavior control, Attitude toward HWT and other factors. Their influencing degrees are shown as follows: Attitude toward HWT>subjective norm>health consciousness>perceived behavioral control. (3) Health consciousness and subjective norms not only directly affect their health and wellness tourism intentions but also have indirect influence through their HWTIV attitudes. (4) Health perception plays a negative regulating role in the relationship between Attitude toward HWT and Intention toward HWT.This paper puts forward corresponding countermeasures and suggestions for practical operations of the government, industry and enterprises according to the research conclusions and actual situations of health and wellness tourism. The creative contribution from this paper can be summarized in the following 2 points. Firstly, this thesis is based on the theory of Planned Behavior Theory and the analysis of environmental consciousness, his paper constructs a relational model of health consciousness, subjective norm, perceived behavioral control, Attitude toward HWT and HWT intention，expanded the factors affecting the intention of Health and wellness tourism.Secondly, selecting the health perception as the moderator variable, it is theoretically verified that the health perception plays a moderating role in the process of health perception on the influencing factors of HWT intention, and explains to some extent the role of individual health status in the formation of HWT intention. Keywords: Health and wellness tourism Behavioral intention Health- consciousness Health perception College teachersV 目 录 第 1 章 绪论...............................................................................................................1 1.1 研究背景..........................................................................................................1 1.1.1 康养旅游的时代价值与意义...................................................................1 1.1.2 政策推动康养旅游的发展.......................................................................1 1.1.3 康养旅游市场的需求规模.......................................................................2 1.1.4 高校教师群体的特殊性...........................................................................2 1.2 研究问题的提出..............................................................................................3 1.3 研究内容与目的..............................................................................................3 1.3.1 研究内容...................................................................................................3 1.3.2 研究目的...................................................................................................4 1.4 研究意义..........................................................................................................5 1.4.1 理论意义...................................................................................................5 1.4.2 实践意义...................................................................................................5 1.5 研究方法与技术路线......................................................................................6 1.5.1 研究方法...................................................................................................6 1.5.2 技术路线...................................................................................................7 1.6 相关概念定义..................................................................................................7 1.6.1 康养旅游...................................................................................................8 1.6.2 健康意识...................................................................................................9 1.6.3 主观规范...................................................................................................9 1.6.4 知觉行为控制...........................................................................................9 1.6.5 康养旅游态度.........................................................................................10 1.6.6 康养旅游意向.........................................................................................10 1.6.7 健康感知.................................................................................................10 第 2 章 研究综述与理论基础.................................................................................11 2.1 康养旅游研究综述........................................................................................11 2.1.1 康养旅游与相关概念的关系.................................................................11 2.1.2 康养旅游的供求内容.............................................................................14VI 2.1.3 国内外康养旅游发展现状.....................................................................15 2.1.4 国内外康养旅游研究现状.....................................................................19 2.1.5 计划行为理论在康养旅游中的运用.....................................................22 2.2 健康意识研究综述........................................................................................22 2.3 健康感知研究综述........................................................................................24 2.4 研究评述........................................................................................................25 2.5 理论基础........................................................................................................25 2.5.1 计划行为理论.........................................................................................25 2.5.2 休闲限制理论.........................................................................................26 2.5.3 知信行理论.............................................................................................27 第 3 章 研究假设与模型构建.................................................................................29 3.1 研究变量的作用关系分析............................................................................29 3.2 研究假设推导................................................................................................29 3.2.1 健康意识与康养旅游态度、康养旅游意向.........................................29 3.2.2 主观规范与康养旅游态度、康养旅游意向.........................................30 3.2.3 知觉行为控制与康养旅游态度、康养旅游意向.................................31 3.2.4 康养旅游态度与康养旅游意向.............................................................31 3.2.5 健康感知的调节作用.............................................................................32 3.3 研究模型构建................................................................................................33 3.4 人口学特征....................................................................................................33 第 4 章 研究设计.....................................................................................................35 4.1 问卷内容设计................................................................................................35 4.2 题项设计........................................................................................................35 4.2.1 健康意识量表.........................................................................................35 4.2.2 计划行为理论量表.................................................................................35 4.2.3 康养旅游意向量表.................................................................................36 4.2.4 健康感知量表.........................................................................................36 4.2.5 人口学特征部分.....................................................................................36 4.3 测量题项及来源............................................................................................37 4.4 预调研数据分析............................................................................................38VII 4.4.1 预调研数据收集.....................................................................................38 4.4.2 预调研数据描述.....................................................................................38 4.4.3 信度分析.................................................................................................39 4.4.4 效度分析.................................................................................................42 4.5 正式问卷的发放............................................................................................45 4.5.1 调查样本估算.........................................................................................45 4.5.2 问卷发放情况.........................................................................................45 第 5 章 数据分析与假设检验.................................................................................47 5.1 数据质量控制与基本情况............................................................................47 5.1.1 研究样本质量控制.................................................................................47 5.1.2 研究样本的描述统计分析.....................................................................47 5.1.3 量表题项的描述性统计分析.................................................................48 5.2 信效度检验....................................................................................................49 5.2.1 信度检验.................................................................................................49 5.2.2 效度检验.................................................................................................50 5.3 变量间的相关分析........................................................................................52 5.4 差异性分析....................................................................................................53 5.4.1 性别维度.................................................................................................53 5.4.2 年龄层维度.............................................................................................54 5.4.3 学科背景维度.........................................................................................54 5.4.4 岗位维度.................................................................................................56 5.4.5 收入水平维度.........................................................................................57 5.4.6 学历水平维度.........................................................................................59 5.4.7 差异性分析小结.....................................................................................60 5.5 假设检验与结果分析....................................................................................61 5.5.1 结构方程模型的建立.............................................................................61 5.5.2 结构方程模型的假设检验.....................................................................61 5.5.3 健康感知的调节效应检验.....................................................................65 5.5.4 研究结果汇总与小结.............................................................................67VIII 第 6 章 研究结论与启示.........................................................................................69 6.1 研究结论与讨论............................................................................................69 6.1.1 高校教师群体的健康意识及健康感知的现状.....................................69 6.1.2 高校教师群体人口统计学特征对主变量的影响.................................69 6.1.3 康养旅游态度的影响因素分析.............................................................70 6.1.4 康养旅游意向的影响因素分析.............................................................70 6.1.5 健康感知的调节效应分析.....................................................................71 6.2 理论贡献........................................................................................................71 6.2.1 引入健康意识扩展了康养旅游意向的影响因素研究.........................71 6.2.2 检验了健康感知在康养旅游意向影响因素中的作用.........................72 6.3 实践意义........................................................................................................72 6.3.1 对政府的启示.........................................................................................72 6.3.2 对行业的启示.........................................................................................73 6.3.3 对企业的启示.........................................................................................74 6.4 研究局限与未来展望....................................................................................75