Analysis Of Holiday Travel Behavior Characteristics

Rapid socioeconomic development not only upgrades the living standards of people, but also accelerates the progress of rural-urban integration and motorization. As a result, urban traffic demand has become more diverse. The characteristics of urban traffic demand, especially in Golden Weeks, are completely different from weekdays, and also the cause of increasingly prominent holiday traffic problems. Therefore, analyzing and studying the characteristics of holiday traffic demand, which aims at creating the harmonious environment for both daily traffic and holiday traffic, is imperative.Holiday travel behavior research is an important basic work for the holiday traffic study, and also a big topic in the field of sociological research. This paper takes the holiday travel behavior as the subject, intended to do the systematically theoretical analysis, which could be applied to the empirical analysis.Firstly, the external factors which would influence the holiday travel behavior are analyzed, on the basis of the definition of holiday travel behavior. Secondly, the holiday travel decision-making process model is established, on the framework of consumer behavior research. According to this process model, together with the relative utility theories, the mechanism of holiday travel behavior is systematically analyzed. Thirdly, this paper takes the May Day Golden Week of Beijing in 2007 as the example, for doing the empirical research. Specifically, based on the situation of tourists/customer reception of main tourist attractions and shopping facilities in previous Golden Week in Beijing, a questionnaire was designed. After the implementation, recovery and data processing of the questionnaire survey, the basic rules of the travel behavior are accessible, including the travel time, the mode, the residence time, the law of the travel distribution, the structure of the trip chain, and the specific recommendations for allocation and operation of transport facilities. Then, the comparative analysis of holiday travel behavior characteristics of tourists and residents, based on the data information and the aforementioned theoretical analysis, is done. Finally, the countermeasures for improving the Golden Week traffic situation are proposed.