Research On The White Collar's Life Style And Their Tourism Consumptive Behavior

With the implementation of the reform and opening-up and the establishment of the market system, class of white collar has become a prominent group following by the changes of our social class, which is the result of the transformation of social structure and mechanism. The white collar class occupies the middle place in the aspects including both economic income and social status, thus it has played a vital role in the economic construction, social development, the stabilization of the society and the cultural improvement. In all, the white collar is leading the fashion of consumption. Meantime, life style is the focal point of the mass for its being an effective tool of market segmentation, which has being proved that life style influences the consumers' buying behavior.Therefore, this study aims to analyze the white collar's tourism consumptive behavior using the theory of life style, find the relationship between the white collar's life style and their tourism consumptive behavior, suggest for the policies and strategies of tourism management sectors and tourism enterprises.This study is based on the research findings home and abroad, taking Guangzhou White Collar group as the objects to investigate the white collar's life style and their tourism consumptive behavior mainly through questionnaire survey and in-depth interview. The result indicates that life style could be the criterion; different life styles exist distinct difference in gender, occupation status, month income, tourism consumption they could pay for monthly; different life styles have 7 aspects distinct difference, including times for tourism, time for tourism, purpose for tourism, ingredients influencing tourism, the types of tourism destination, the main part of tourism consumption and the ingredients influencing the choice of tourism destination.