Abstract: Based on the psychological theory of regulatory focus trait, this paper introduces potential tourist personality trait factor “regulatory point trait” as the intermediate variable, and introduces the emotional factor “perceived value of tourist destination” as the intermediate variable. By constructing the structural equation model of “regulatory focus trait of potential tourists-perceived value of tourist destination-impulsive travelling intention-impulsive travelling behavior”, the paper analyzes the formation mechanism of impulsive travelling behavior. Research shows that the promotion regulatory focus trait of potential tourists has a higher perceived value of tourist destination, however, there is no correlation between defensive regulatory focus trait of potential tourists and perceived value of tourist destination; moreover, the perceived value of tourist destination plays an important emotional intermediary role in impulsive travel, namely, the higher the perceived value of tourist destination, the more likely the impulsive travelling intention will be; besides, impulsive travelling intention is the final factor that influences impulsive travelling behavior, that is, the perceived value of tourist destination to tourists cannot directly lead to impulsive travelling behavior. The above conclusions have important reference value for tourism enterprises to improve the “personal impulse index” of potential tourists and further develop “impulsive travelling market” by means of stimulating the travelling impulse of potential tourists through external stimuli.

Key words: regulatory focus trait, perceived value of tourist destination, impulsive travelling intention, impulsive travelling behavior