The Study Of Shanghai White-collar's Preference In Tourism Consumption

With the development of socioeconomic and the improvement of the people's living standards, traveling has already become one of white-collar' s important life style in China. In recent years, the middle class of our country has already seen the embryonic form, and is strengthening constantly, the study of the white-collar, which is the typical representative of the middle-class, is becoming hot-point, but it is actually rare to study the travel consumer behavior in terms of social strata. Shanghai has already entered the well-off society at present, whole China is striding forward to the affluent society, the tourism consumption of Shanghai white-collar is the model for the white-collars in china, even for the other moderate-income or low-income group. In order to make the tourism consumption from the possibility to the reality, it need to study tourists' consumer behavior intensively, and the research of the preference in the tourism consumption is its foundation. This paper will deeply discuss the characteristic of preference in the tourism consumption at this stage, focused on the salaried white-collar in shanghai, with age among 25-35 years old, academic associate degree or the above, annual income three thousand RMB odd.To start with, the paper defines the concept of the preference in tourism consumption and described the characteristic of it, and according to the theory of the consumer behavior, the paper analyses and concludes ai 1 kinds of factors in influencing the preference in tourism consumption, Then on the basement of processing the online questionnaire, the analysis of the Shanghai white-collar as a stratum has the intercommunity of their preference in tourism consumption. Concomitant description is through analysing the situation of going-on-journey as a body, the preference of the travel decision, the situation of out-bound and the preference of six key elements to the travel. Because the Shanghai white-collar evidently differs in age, sex, occupation, income, education, family life cycle, and growth environment as a child, etc., the preference in tourism consumption shows the definite otherness. The study of the otherness is concluded by the analysis of comparing the absolute preference and the relative preference about the four element, i. e. " accommodation traffic visit purchase" , of Shanghai white-collar. Then summing up of the former study, the conclusion is that the characteristic of the preference in tourism consumption of the Shanghai white-collar in the present is as follows—possessing the intercommunity, existing the difference; valuing the sightseeing tour, striding forward the leisure travel; varying in tour, experiencing individuality; interesting in the independent tour, regarding the participation; closing to the nature, advocating the forest tour; springing up the outbound travel, searching the exotic; putting stressing on the high-safety, going in for the high enjoyment; relying on the high-tech, demanding the high-quality; consuming reasonable, purchasing pragmatic. At last, standing on the preference of tourism consumption of the Shanghai white-collar, some advices are given to the development of the tourism industry, and for the Shanghai white-collar tourism market it should be carried through the Market Segmentation & Positioning Research, advising the operator of tourist industry to take the way of marketing and relying mainly on marketing tactics of the network to the Shanghai white collar.