Tourism Research. 2025, 17(2): 87-98.
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.