A study of College Students' Employment Intention in Tourism Service Industry Based on Planned Behavior Theory

Based on the theory of planned behavior, this paper conducted a questionnaire survey on the employment intention of some college students in Shenzhen in the tourism service industry, and obtained 310 valid questionnaires. With the help of SPSS27.0 software, descriptive statistics and difference analysis were carried out to explore the relevant influencing factors of college students' employment intention in tourism service industry, and corresponding countermeasures and suggestions were put forward. It is found that the behavioral attitude, subjective norm and perceived behavior in the theory of planned behavior have a significant impact on the employment intention of college students in the tourism service industry. According to the research results, this paper puts forward countermeasures and suggestions to promote college students' employment intention in the service industry from three dimensions: improving their own personality traits to improve college students' employment cognition in the tourism service industry, creating a social support atmosphere for service industry employment, and improving college students' comprehensive employment ability in the service industry, in order to provide reference and reflection for subsequent research on college students' employment intention in the service industry.