HOW DOES WORK PRESSURE MODERATE THE FORMATION MECHANISM OF REVISIT INTENTION OF LEISURE TOURISM DESTINATIONS

Tourism destination choosing intention is the key field of tourism behavior research and tourism marketing. Though previous studies confirm that tourist’s perceived value has a significant impact on tourism destination choosing intention, there has been little research to date the formation mechanism of tourism destination choosing intention. Especially for leisure tourism destination, because of the purpose of leisure, there must be some factors that play an important role in the formation mechanism. This paper, using the hierarchical regression analysis method to analyze the formation of leisure tourism destinations from the perspective of the Theory of Planned Behavior, constructs an extended model of formation mechanism, including leisure value, work pressure and attitude. Using random sampling survey method, the data have been collected in different types of leisure tourism destinations, and have been used to explore the differences in tourists’ revisit intention of leisure tourism destinations under different levels of work pressure. The results show that the perceived value and attitude of leisure tourists have a significant impact on their revisit intention. During the process of activating the impact, the work pressure has apparently negative moderating effects. Among them, the moderating effect on the perceived value is obviously stronger than on the attitude. This study shows that work pressure has a significant moderating effect on the relationship between attitude and revisit intention to leisure tourism destinations, and this moderating effect is also negative. What is more, we show that the moderating effect of work pressure is different on the process how perceived value and attitude of tourists affect their revisit intention to leisure tourism destinations. The moderating effect of work pressure on perceived value is significantly stronger than that on attitude.