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Abstract Based on the grounded theory，this study collects and analyzes comments from Tik Tok to construct the formation mechanism of users’ travel behavior from the perspective of internet memes by using self-determination theory and theory of planned behavior. The results show the inner and outer processes:①process of motivation generation and internalization: memes made by Tik Tok are able to stimulate unconscious travel motivation by immersive environment，and combined with basic psychological needs and goal pursuit，it can be internalized; ②process of travel motivation turning into travel intention and behavior: travel motivation，perceived value，subjective norm and perceived behavioral control have effects on travel attitude，which in turn affect travel intention and behavior; subjective norm and perceived behavioral control also affect travel behavior directly and moderate the relationship of travel intention and travel behavior.
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Received: 21 April 2020
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