Analysis Of Family Tourists' Behavior And The Research Of Marketing Strategy

According to the three main structure factors of tourism large system: object, subject and media, tourists are the subject of tourism activity and their behavior have a very direct influence in the development of travel industry. So it is necessary and important to research in the behavior of tourists for exploitation of tourism resource, management of tourism and marketing.This paper takes Huangshan Mountain Resort as an example. It uses the combination of qualitative and quantitative methods and uses SPSS (social science statistical software) to analyse the behavior of family tourists in domestic market based on questionnaire and tourists'interview. Finally it brings forward the marketing strategy of family tourism market in Huangshan Mountain Resort according to the analysis result of family tourists'behavior. And it brings forward the idea for the marketing management in Huangshan Mountain Resort and it also offers useful reference material for the exploitation of family tourism market in other scenic area.This paper consists of six Chapters, and can be divided into three parts:The first part, namely Chapter One, is the basis of the paper. It mainly introduces the research background and significance of selecting the topic, the definition of main concepts, relative review of the progress at home and abroad about family tourists'behavior and tourism marketing, and then put forward the research contents, methods and research structure of the paper.The second part, includes Chapter Two, Chapter Three and Chapter Four, is the main part of the paper. It statistically analyse the questionnaire from three topics of family tourists'behavior : the decision making behavior, the activity behavior and the experience evaluation behavior based on the famous theories in Psychology, Behavior, Geography and Economy. It also compares the differences among the three structural families. According to the analysis, family tourists'behaviors are different from ordinary tourists, and these specialties have important meaning to high-low season balancing and tourists resource structure improving.The third part, consists of Chapter Five and Chapter Six, is the conclusion of the paper. Chapter Five brings forward the marketing strategy of family tourism market in Huangshan Mountain Resort based on the analysis the second part. And Chapter Six brings forward the main research conclusion of the paper as well as the works to be done for further improvement.