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.