Research Of Tourism Motivation And Tourism Consumer Behavior Of Leisure Tourists

Leisure tourism is the inevitable trend of economic and social development, the level ofcivilization improving, in recent years, leisure tourism stare by more and more pro-China people asnew type of tourism, it's good development prospects have gradually take attention by thedeveloped department of the National Tourism, but as it's started in China relatively late, theresearch achievements in leisure tourism is not so many ,it's still in the preliminary stages of theresearch. For specific leisure travelers market study is still lack of empirical theory, so study fromthe angle of the motivation and behavior of the leisure travelers has very important practicalsignificance for leisure tourism development.This paper use the methodology combining with theoretical research and empirical evidence,start from study with leisure traveler's motivation , then further study about the relationship betweentourists'motivation and tourism consumer behavior from leisure tourism perspective.First,this paper use the research methodology defining the concepts of traveller, tourismmotivation, tourism consumer behavior. Meanwhile it summarizes the theories from the domesticand foreign scholars'studies in these fields in order to form a theoretical structure, And on this basis,with basic interview study to form this paper's proposed and assumption.Then get the data used for in this paper from the questioner survey.After carry on the factoranalysis on the questioner data, we find that there are seven types of tourism motivations includingself motivation,relax motivation,study and explore motivation,practical motivation,conformitymotivation,fun leisure motivation,health motivation. In addition, this paper use the varianceanalysis to distinguish the different leisure tourists'group in tourism motivation and tourismconsumer behavior.Then through the correlation analysis, analysis the collections between different tourismmotivations and travel frequency,per travel consumption,tourism residence time,the facilitiyfactors of tourism destination. Finally, make the leisure tourism motivation as the categoricalvariables,use the clusters analysis to classification the leisure tourists group.It subdivided into threetypes as completely relaxed type,entertainment type,pursuring type.Then to study for the generaland different characteristics of the consumer behavior. In all, summed up the shortcomings of thisstudy as well as put forward the proposal to the leisure tourism industry management departmentand tourim operators.