Journal of Business & Economic Policy

A Study of the Intention of Tourists Who Visiting Sanyi Painting
Kuo-Chung Huang, Mei-Li Yang

Abstract
For understanding the intention of tourists who visit Sanyi painting, this research applies the theory of planned behavior to study the tourists’ intentions and opinions. The questionnaire was distributed and collected in front of the Sanyi Painting Ladder. The results indicate that the tourists’ attitudes, subjective norms, and perceived behavioral control had positive effect on their intention respectively. Attitudes have the most significant impact on intention. The construct of attitudes and perceived behavior control have partial mediation effect on the subjective norms to the intention. According to semi-structure questions result, increasing painting areas and to repairing the picture could help with sustainable tourism development of the community.

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