Research on the Mechanism of the Influence of Consumption Behavior in China's Cultural and Tourism Industry under the Normalization of COVID-19 Epidemic Prevention and Control

ABSTRACT

Based on the revitalization of the tourism industry under the normalization of the COVID-19 epidemic prevention and control, this study uses the most effective predictive index of research-driven behavior - behavior intention to construct the Extended-TPB model, to study the behavior intention of tourists in the special period background and clarify the influence mechanism of tourists' choice of consumption behavior. The research not only provides a reference for the cultural and travel enterprises to suggest the characteristics of tourists' consumption behavior at present, but it also provides a reference for the revitalization of the industry after the epidemic. The results show that 1) the prevention and control effect of China's COVID-19 and the epidemic prevention measures of cultural and tourism enterprises are important factors such as tourist behavior attitude, subjective norms, etc.;2) Tourists' trust in Chinese culture and tourism industry and preference for Chinese culture dilute the pressure of subjective norms to a certain extent, that is the higher the trust, the less affected by the epidemic or the attitudes of surrounding relatives and friends, and vice versa;3) According to the characteristics of China's culture and tourism industry and epidemic situation, the construction of culture and information capitals can effectively promote the generation of cultural tourism behavior. © 2021 Kriedt Enterprises Ltd. All Rights Reserved.