A Research on the Influential Factors of Behavior Intention of Volunteering in Tourism Based on Extended TPB

In recent years, as one of the important supplementary forms of the tourism industry to serve the society, volunteering in tourism is developing rapidly, which has attracted wide attention of the society. However, the participation of college students as the main force is not optimistic. Therefore, it is necessary to conduct exploratory research on the main influential factors and operation mechanism of college students' participation in volunteering in tourism This study thus explores the factors determining volunteering in tourism by integrating the theory of planned behavior and social identity theory. Chinese respondents (336) were recruited to assess the proposed model. These findings show that college students' perceived behavioral control (self-efficacy, convenience) and social identity indirectly affects their behavioral intention through attitude. The subjective norms (social pressure, personal norms) directly affect the behavioral intention, and indirectly affect the behavioral intention through attitude. The attitude has a significant effect on behavioral intention. This study proposes an innovative framework for capturing the specificities of rural scapes and highlights the importance of partnerships between industry practitioners and local stakeholders in managing rural tourism experiences.