A Study on the Motivation of Honeymoon Travelers to Participate in Wedding Photography Based on UTAUT Model

Abstract

Wedding tourism industry is based on marriage, wedding, honeymoon series around wedding tourism content, combining tourism services and wedding series of special industry, provide a comprehensive service experience. Tourism wedding photography, also known as the industry “travel photography”, as the combination of wedding photography and honeymoon tourism products, deeply won the new generation of young people like. With the rising consumption capacity of residents, Chinese consumers have gradually increased their requirements for the style and quality of wedding photos, and the number of consumers pursuing personalization and diversification is increasing. Therefore, the new form of tourism wedding photography business is favored by consumers. The primary goal of this study is to study the influence of honeymoon travelers' wedding photography behavior. Based on this phenomenon, this paper focuses on the user acceptance model of honeymoon travelers participating in wedding photography behavior based on the UTAUT (Unified Theory of Acceptance and Use of Technology) model. Understanding these key factors can also show the advantages and disadvantages of current wedding service products, thus helping tourist destinations and operators to develop better future strategies to successfully manage wedding tourism. Based on the empirical results, this paper puts forward relevant suggestions and makes research prospects, hoping to play a guiding and reference role for wedding photography companies to understand the characteristics of user behavior, adopt corresponding personalized service strategies, and promote the development of wedding photography service industry. The following conclusions are drawn from the research，Performance Expectancy、Effort Expectancy、Facilitating Condition、Facilitating Condition、Behavioral Intention has a significant positive impact on behavioral intention.Social Influence does not have a significant impact on behavioral intention.