Investigations Of The Travel Attitude

Tourist industry is one of the extremely potential new industries with the fastest developing speed of our times. With the deepening of reform and opening-up and sustainable development of economy, tourist industry is playing a more and more important role in economic and social development day by day. In order to adapt to this kind of situation, it is necessary to improve people's level of understanding the travel, change people's travel attitude, dispel people's mistaken idea of tourism consumption, thus encourage them to participate in the tourist activity actively. Therefore this research starts with investigating and analyzing the people's travel attitude, to offer basis on which grasp and predict people's travel behavior.Based on the review of and comment on the concepts and theories of attitude and travel attitude and the current research situations about travel attitude, according to three element theories of the attitude, by way of random sampling of strata, the paper has carried on measurement of travel attitude of Zhengzhou city, Wuzhi county and Yuanyang county resident. In writing this paper ,the author designed a Travel Attitude Inventory, which had been proved to be of good reliability and validity. Then it carries on factor analysis and cluster's analysis to the measurement. The result of this study shows : 1. The contemporary person's attitude toward travel can be divided into four respects: the attitude toward development of tourist industry, participation attitude of travel, the attitude of the travel cost and value judgement to the tourism consumption. 2. Different backgrounds groups are in of positive definite state roughly on travel attitude generally and four link degree. 3. Different sex and age groups have remarkable differences on attitude of the travel cost and value judgement of the tourism consumption; Except for the enthusiasm of participating in the tourist activity, there are remarkable differences on other kinds of travel attitudes in different academic credentials groups; Except for the attitude toward development of tourist industry and value judgement of the tourism consumption , the people with high income are obviously more positive than the low income person in other respects on the whole; And people who travel more times and have better impression on tourism are positive than people who have worse impression and travel number of times less on travel attitude; People in the provincial capital are of obviously more active attitude toward travel than people in the county town. 4. Impression to tourist industry and travel frequency have certain predicable functions to travel attitude. Finally, according to the result of the study, we propose: 1.Improve the whole image of tourist industry; 2. Strengthen the tourism propagate; 3. Let people participate in the tourist activity actively.