ABSTRACT

Prior studies on space tourism have mainly investigated tourists’ engagement in outer space tourism activities. There is no research undertaken as yet related to tourists’ perception toward indoor space tourism (i.e., space-launch tourism). The aim of this study is to examine the relationship between attitude, subjective norm, perceived behavioral control, hedonic motivation, and intention toward space-launch tourism activities using the Wenchang spacecraft launch site as the tourism destination. An integrated conceptual research model was proposed based on the theory of planned behavior model. A web-based survey questionnaire was developed where a total of 444 questionnaires were ultimately collected followed by subsequent empirical testing of the postulated hypotheses, using SPSS and Structural Equation Modeling (SEM). The results suggested that attitude, subjective norm, perceived behavioral control and hedonic motivation positively influence intention. Subjective norm also displayed a significant positive influence on attitude, while attitude played a partial mediation role between subjective norm and intention. The findings indicated that the proposed model has more predictive capacity compared to original theory of planned behavior model. The theoretical and practical implications of the results were also discussed, including limitations of the research.

摘要

以往关于太空旅游的研究主要调查游客参与太空旅游活动。目前还没有关于游客对室内太空旅游（即太空发射旅游）的看法的研究。本研究的目的是研究以文昌航天器发射场为旅游目的地的航天发射旅游活动的态度、主观规范、感知行为控制、享乐动机和意图之间的关系。基于计划行为模型理论，提出了一种综合概念研究模型。开发了基于网络的调查问卷，最终收集了 444 份问卷，随后使用 SPSS 和结构方程建模 (SEM) 对假设的假设进行了实证检验。结果表明态度、主观规范、感知行为控制和享乐动机对意向有正向影响。主观规范对态度也有显着的正向影响，态度在主观规范与意向之间起部分中介作用。研究结果表明，与计划行为模型的原始理论相比，所提出的模型具有更高的预测能力。还讨论了结果的理论和实践意义，包括研究的局限性。研究结果表明，与计划行为模型的原始理论相比，所提出的模型具有更高的预测能力。还讨论了结果的理论和实践意义，包括研究的局限性。研究结果表明，与计划行为模型的原始理论相比，所提出的模型具有更高的预测能力。还讨论了结果的理论和实践意义，包括研究的局限性。