A Study On The Perception Of Policy-Influenced Factor To Tourism Consumption

With the vigorous development of tourism, the tourism consumption has become the focus of attention. The tourism consumption is the major power of economy expanding, its economy effect brings large influence in stimulating domestic consumption market and expanding domestic demand. For this reason, the government ought to draw up tourism policy to accelerating the development of tourist industry and controling the operation of tourist industry. The paper based on the perception theory, studies the effection of consumers'perception on five tourism policies and the diversity perception of different consumers to those policies, in order to provide some suggestions for the government.On the basis of background research and literature review, this paper presents the research framework. The concept of tourism consumption, tourism policy defined clearly from theory to practice. Based on the questionnaires of tourists in Hangzhou, we proposed the conceptual model of policy-influenced factor to tourism consumption. Based on a questionnaire survey and with the help of SPSS16.0 statistical software, adopting analysis methods such as frequencies, factor, one-way ANOVA, correlation, regression, reliability and other methods of the survey data analysis, summed up five policy-influenced factors to tourism consumption. They are named, " preferential policy ", " indemnificatory policy ", " managed policy ", " holidays policy ", " financial policy ". According to one-way ANOVA analysis, the paper compares individual properties of different visitors to the difference of perception on tourism policy, learn about the characteristics of the target market. By means of research, we clarify the tourists'behavior of tourism consumption, in the hope of achieving enlightenment in drawing up the policy of stimulating tourism consumption for the government. But also put forward a basis for the enterprises in order to tourism marketing.Finally, on the basis of a comprehensive analysis of the status of tourism consumption, the paper combine with empirical findings of the study, analyze problems in formulating tourism consumption policy. And the paper put forward some suggestions, such as implementing tourism preferential policy, carrying out the leisure plan, improving social indemnificatory policy, optimizing the management policy, perfecting the tourism consumption market, implementing the new holiday policy, fulfilling the paid leave, improving residents'income, enforcing tourism credit policy.