中医药康养旅游产品消费意愿及影响因素研究——基于拓展的计划行为理论(ETPB)
Research on Consumption Intentions and Influence Factors of Traditional Chinese Medicine Health and Wellness Tourism Products—Based on the Expanded Theory of Planned Behavior (ETPB)

随着现代生活节奏的加快和健康意识的提升，“中医药 + 康养旅游”作为一种新兴模式应运而生，并迅速发展。该模式以中医药的预防、保健、康复等养生理念为核心，满足了人们对健康旅游的需求。然而，国内康养旅游起步较晚，中医药旅游产品存在市场细分不准确、与消费者需求不匹配等问题。基于此，本文基于拓展的计划行为理论(ETPB)，深入探究了消费者进行中医药康养旅游产品消费的影响因素及行为。通过结构方程模型(SEM)实证分析，发现中医药文化认同与认知、情感存在显著正向关联，并对主观规范、知觉行为控制及消费意愿有显著正向影响；同时，行为态度与消费意愿紧密相关。基于此，本文建议加强中医药文化教育，优化传播策略，提升服务质量和科研创新，关注公众需求与反馈，以促进中医药文化的传承与发展，推动中医药康养旅游产业的持续健康发展。
With the acceleration of modern life pace and the enhancement of health awareness, the emergence of “Traditional Chinese Medicine (TCM) + health and wellness tourism” as a new model has been prompted, and it has been rapidly developing. This model takes the prevention, health maintenance, and rehabilitation healthcare concepts of TCM as its core, meeting people’s demand for health tourism. However, domestic health and wellness tourism has a late start, and there are problems of inaccurate market segmentation and mismatch between TCM tourism products and consumer needs. Based on this, this paper uses the Expanded Theory of Planned Behavior (ETPB) to conduct in-depth research on the influencing factors and behaviors of consumers in terms of consumption of TCM health and wellness tourism products. Through structural equation modeling (SEM) empirical analysis, it is found that TCM cultural identity and cognition, emotions have significant positive correlations and have a significant positive impact on subjective norms, perceived behavioral control, and consumption intentions; at the same time, behavioral attitudes are closely related to consumption intentions. Based on this, the paper suggests enhancing TCM cultural education, optimizing communication strategies, improving service quality and scientific innovation, paying attention to public needs and feedback, to promote the inheritance and development of TCM culture and drive the sustainable and healthy development of TCM health and wellness tourism industry.