부산대학교 도서관

PURPOSE The purpose of this study is to establish a structural equation model of the influence of risk perception on satisfaction and behavioral intention of cycling into Tibet, and to verify the relationship between natural risk, social risk, cultural risk, organizational risk, satisfaction and behavioral intention. METHOD Taking cycling into Tibet as the background, people cycling into Tibet in the past three years were taken as the main research samples. A total of 380 questionnaires were collected online for research and analysis through the WJX questionnaire network platform. Descriptive statistics, exploratory factor analysis, confirmatory factor analysis and structural equation model were used to analyze the collected data. RESULT The results showed that (1) cyclists cycling into Tibet were engaged in serious leisure and their natural risk perception positively affected their behavioral intentions. (2) satisfaction was an important predictor of their behavioral intentions cycling into Tibet. (3) social, cultural and organizational risk negatively affected satisfaction. CONCLUSION Satisfaction is an important factor in the behavior intention of cycling into Tibet. The results of this study provided some practical suggestions for the organization and management of cycling into Tibet, as well as suggestions for future studies, such as theoretical supports for tourists' behavioral intentions like revisiting Tibet.