| Summary: | Tourists are confronted with congestion caused by concentrated travel during public holidays. In order to guide tourists to make voluntary changes regarding their travel times during holidays, this paper focuses on exploring holiday rush-hour avoidance travel behavior (HRATB) considering psychological factors. First, based on the theory of planned behavior, the effects of psychological factors including attitude, subjective norm, and perceived behavior control on holiday avoidance travel intention and behavior were quantitatively analyzed by the structural equation model. Second, according to those three subjective psychological factors and the three objective factors of age, monthly income, and tourist group, the segmentation method of the latent class model was adopted to explore tourists’ preferences with regard to HRATB. Finally, an empirical analysis was carried out through questionnaire data. The results show that attitude, subjective norm, and perceived behavior control have significant impacts on intention and behavior with regard to holiday avoidance travel. There are significant differences in psychological observation variables such as rush-hour avoidance travel intention, attitude and subjective norm among the four segments of tourists, and cost sensitivity. In addition, this paper puts forward some countermeasures and suggestions for the four types of tourists. Conclusions provide a theoretical basis for formulating travel measures to attract different types of tourists.
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