A Study On The Relationship Between Tourists' Personality Traits And Rafting Experience

With the rapid development of economy and society, people's consumption level has been constantly improved. Personalization and multiplication of tourists'consumer behavior have become more and more obvious. In order to provide more competitive products or service to meet the individuating needs of tourist consumers, the tourism formats need continuous innovation.Niche tourism, which lays stress on spontaneous, personalization, purposiveness, and puts particular emphasis on spirit and strong physical, is now becoming the hotspot. Outdoor adventure recreational activities are especially appreciated by the tourists. Rafting is such a Outdoor adventure tourism activities, integrating entertainment and Irritability. In the middle and later periods of the 20th century, rafting featuring athletic sports, developed rapidly in the Euro-American countries, but started later in China. However, mass rafting tourism has been developing exceptionally strongly in recent years. Meanwhile, Academic studies on the rafting tourism also conducted gradually. Previous studies are mainly fastened on project development, management and countermeasure study, lacking of attention to tourists'consumer behavior. In the study field of outdoor leisure travel, such as rafting, research on the relationship between tourists'inner personality and the quality of experience is blank. In view of this, the selected topic is of certain exploratory and innovation.This paper based on a sample of whitewater recreationists in Xiaxi Rafting and Weishan Rafting in Ningxiang in the vicinity of Changsha. It adopted questionnaire-investigation to collect data, and then adopted Excel2003 andSPSS17.0 to deal with them. Start with the travelers' personality traits, travelers'perceived importance and satisfaction on the experience factors of the rafting activities were analyzed, and the relationship between tourists'personality traits and the quality of rafting experience was also researched. The IPA analysis of the influencing factors of rafting experience showed that, average level of the travelers' satisfaction towards the rafting experience is high. Through the factor analysis,4 main factors of the importance of the rafting experience were extracted:pleased and relaxing, happy and stimulating, enjoy a good quality environment, get to know the local cultural.4 main factors affecting travelers'satisfaction were extracted:enjoy the natural scenery and cultural heritage; relaxation and affective interaction; get some unforgettable memories; get the exciting feeling in sports. The correlation relationships between different personality traits and these factors were also different. There were significant differences of perceived importance on the experience factors of the rafting in age, education background, occupation, family monthly income, while revealing no significant differences in gender.Through the internal relationship study between whitewater recreationists'personality traits and rafting experience, this paper revealed the intrinsic factors in essence, which affected the travelers' rafting experience. It offers a new perspective and a new analysis framework to the further research on tourism experience perspective.