Research on the Behavioral Intention of Health and Wellness Tourism for Elderly People in Chongqing Based on ETPB Theory

This study is based on the Extended Theory of Planned Behavior (ETPB) and focuses on the elderly population in the main urban area of Chongqing to explore their intentions and influencing factors regarding health and wellness tourism behavior. Data was collected through questionnaire surveys and field research, and SPSS 26.0 and Amos 29.0 software were used for reliability, validity analysis, and structural equation modeling testing. The study shows that behavioral attitude, perceived behavior control, and the context of health and wellness tourism have a significant positive impact on the elderly’s intentions regarding health and wellness tourism behavior, while the influence of subjective norms is not significant. In addition, subjective norms have a significant positive effect on behavioral attitudes and perceived behavioral control. Based on the research conclusions, suggestions are made to strengthen the behavioral intention of elderly tourists to participate in health and wellness tourism.