|
|
|
| STUDY ON THE INFLUENCING FACTORS OF THE UNDERGRADUATE TOURIST CONSUMPTION BEHAVIOR——A Case Study of Undergraduates in Xi'an |
| YANG Rui1, BAI Kai2 |
1. Department of Resources Envmt. &Tourism, Xi'an University of. Arts&Sci, Xi'an 710065, China;
2. School of Tourism & Envmt. Sci, Shaanxi Normal Univ, Xi'an 710062, China |
|
|
|
|
Abstract Tourism is generally regarded as the short-term movement of people from one place to another for leisure, business, or other purposes. In today's dynamic global environment,understanding tourist behavior is extremely important in the marketing activities, marketing management decisions, designing effective communication campaigns, and service delivery as well.
The past tourist behavior research has focused on developing typologies. There have been three major theoretical streams in the field of the research. The first is the psychological/motivational approach. The second is the economic approach,which uses the cost-benefit framework and the economics of information theory. The third stream is the information processing approach.
Undergraduates, as a promised consuming mass, their impact to comsuption has evoked great interests of both academia and the business enterprises. Based on the past tourist behavior results, the purpose of this article is to develop and find the influencing factors to the undergraduate tourist consumption behavior. According to the first-hand survey data of the undergraduate tourist consumption behaviors in Xi'an, the paper employed the multiple regression method to analyse the factors which influence the students' traveling comsuming behavior. The research reveals that the undergraduates monthly living expense level, tourism preference,and tourism passion are the main influence factors to the frequency of students' travel and these factors have positive relation with the times of their tours.Undergraduates' monthly expense level, the degree of attention for the scenic spot distance and price, the strength of emotion and the preference to traveling produce remarkable influences on their tour frequency and their staying lensth in the destination while the degree of attention for the spot price has negative relation with the spending.Nevertheless, undergraduates' monthly expense level and tour preference are the mutual influencing factors to tour frequency, the staying length and the daily spending, especially the monthly expense level is the most significant one. So the conclusion goes that undergraduate's individul economic condition and their attitude towards tourism are crucial factors to the main items of their tourism consumption.
|
|
Received: 12 March 2007
|
|
|
|
|
|
|
2008, Vol. 23 
