The Research On Urban Citizens' Realization Level Of Tourism Intentions

The demanding intention of potential market is one of the hotproblems of tourism marketing research. It becomes the realistic behaviorlevel of traveling consuming, also known as the realization level(hereafter refers to as realization level). This problem can not onlycoordinate the supply and demand but dodge the investment risks oftourism scenic spots. This article designs a set to determine the urbancitizens' realization level of tourism intentions relying on marketingintentions of potential market. First, we use the contribution rate ofvariance of every factor to get a comprehensive score. And then with thecomprehensive score, we divide the tourism market into different typesthrough Cluster Analysis. On the basis of the type research, we useMultiple Linear Regressioh to get the reckoning model of urban citizens'realization level. Through IMI, we obtain four space types as well as themain alpha of realizing level in every type. Furthermore, we conclude themain effects upon realizing level and derivate the assessing model: Y=3.839×10—7KY+0.1582AGDP+2.1039×10-7GL+0.425698.Y is therealizing rate. KY is the annual passenger transport quantity. AGDP is theGDP per capita of each province. GL is the length of turnpike in eachprovince. Through this model, we reach a conclusion about the realizingrate of tourism on the basis of section data of 2005.