Feminine Leisure Behavior Study

The feminine leisure quality relates the society harmonious development, the human overall quality enhancement and humanity's comprehensive progress. In the past several dozens years, the feminine leisure pattern has had many profound changes, but sex still affects the feminine leisure opportunity, leisure choice and the participation level. Studying feminine leisure, is to promote the females to participate in leisure, increase feminine leisure time, improve feminine leisure quality, improve the degree of comfort and satisfaction in the body and mind harmony. This investigation has important practical significance to the Hangzhou feminine leisure research.This paper divides into five chapters. The first chapter is introduction, which introduces research background, significance, basic ideas, analytical frameworks, research methods and innovation. The second chapter is the review of leisure at home and abroad, which introduces the study of domestic and foreign women leisure, consumer behavior and leisure behavior. The third chapter constructs a female leisure behavior model based on former scholar's models, to explain the entire feminine leisure process, and analyze feminine leisure motives and barriers particularly. The fourth chapter conducts empirical analysis on Hangzhou female leisure behavior from four aspects—individual influence factor, psychological characteristics, reaction factor, leisure satisfaction degree. This article mainly draws conclusions below through the Hangzhou feminine leisure behavior investigation and analysis using SPSS: Time barrier and income barrier are the main obstacles which impede Hangzhou women from leisure activities. High educated women have more choice of development motivation. Hangzhou feminine leisure time exists obvious difference because of age, occupation, income difference; Hangzhou feminine leisure expenditure exists obvious difference because of age, occupation, school record, income difference. The females who have higher school record enjoy more leisure time, the females who have higher income can pay more money on leisure expenditure. The Hangzhou feminine leisure overall presents three big basic characteristics, that is corporality, otherness and materiality. The fifth chapter proposes countermeasure and suggestions below: Leisure enterprise should aim at females of different age, income, occupation, make great efforts on product, price, channel, and promotion, and try hard to meet different feminine leisure needs. The government should increase feminine leisure time, raise feminine leisure level and ability, impel the leisure industry to develop healthily. Mass media should guide the female to participate in beneficial leisure activities positively and promote females to develop fully from four aspects of contact, medium type, content and audience manner.