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| THE STUDY ON THE PLANNING METHOD OF REGIONAL TOURIST MARKET BASED ON THE ANALYSIS FOR CONSUMER BEHAVIOR |
| SHU Bo-yang |
| Tourist Planning Center of Business School, Hubei University, Wuhan 430062, China |
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Abstract This essay is trying, by analyzing the tourists' consumption demands, to discuss the methodology innovation of regional tourist market planning. Tourist consumption is the starting point of the tourist market planning. By introducing the model of motivation-behavior projection and deeply analyzing the database of consumer behavior based on the special tourist market survey, the article proposed three typical consuming bias patterns and the corresponding rules of tourist product choice preference among the tourist target market group, that is compensatory demand pattern, equilibrium demand pattern and exceeding demand pattern, Hence, the article puts forward the psychological positioning strategy of tourist target market group, and the corresponding BPS planning flow system, from structural tourist function planning to the further tourist products and service supplying chain, namely, the BPS method of tourist planning: Behavior-Positioning -Supply.
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Received: 10 April 2002
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2003, Vol. 18 
