携宠出游正在成为年轻人关注的新时尚,对宠物主决策行为的研究也因此受到关注。研究通过访谈结合调查问卷的形式进行,利用325份有效问卷数据,在计划行为理论框架下,采用结构方程模型,研究行为态度、主观规范、知觉行为控制如何影响宠物主携宠出游意向。主要结论:提出携宠出游意向及行为分析框架,旨在为理解出游行为过程提供理论思维工具;在携宠出游意向的形成过程中,他人对宠物主携宠出游行为的观点态度,以及宠物主对携宠出游的潜在障碍判断和自我执行能力评估是显著的影响因素;宠物主对携宠出游的认知评价积极与否对其出游意向影响不显著。研究旨在为提升宠物主人美好的出游体验,推动宠物友好型旅游目的地建设,构建包容性的和谐社会提供理论依据。

Traveling with pets is emerging as a novel trend that is capturing the attention of younger demographics,thereby drawing focus to the study of decision-making behaviors among pet owners.This research was executed through a mixed-methods approach,integrating interviews with survey questionnaires,and analyzed a dataset comprising 325 valid responses.Employing the Theory of planned Behavior as the theoretical framework,a structural equation modeling technique was applied to investigate the influence of behavioral attitudes,subjective norms,and perceived behavioral control on the intention to travel with pets.The key findings are as follows:an analytical framework for the intention and behavior of traveling with pets has been proposed,designed to offer a theoretical tool for understanding the process of travel behavior;in the formation of intentions to travel with pets,the opinions and attitudes of others towards the pet owneris behavior in traveling with pets,as well as the pet owneris assessment of potential barriers and self-efficacy in executing pet-friendly travel,are identified as significant factors;the positive or negative cognitive evaluation of pet-friendly travel by pet owners does not significantly influence their travel intentions.This study aims to enhance the travel experience for pet owners,foster the development of pet-friendly tourism destinations,and provide a theoretical foundation for constructing an inclusive and harmonious society.