A Study On Tourist Behavior Of Xi'an University Teachers

Xi'an, an important base for China's higher education, has huge groups of universityteachers. Although university teacher tourism market possesses a bright market potential,both tourist enterprises and researchers didn't pay much attention to this segment market.The tourist enterprises didn't have a correct understanding of university teacher market.What's more, the studies on tourist behavior of university teachers are on their embryonicstage.This thesis is an attempt to improve the development of Xi'an university teacher tourismmarket. This thesis, from one hand, is a helpful attempt to further studies on touristbehavior. On the other hand, it will do tourist enterprises good to design better and propertourism products.Taking Xi'an university teacher tourism market as study object, based on the theories oftourist behavior, by using theoretical analysis, empirical analysis, qualitative analysis andquantitative analysis methods, the author finally finds the rules of university teachers'tourist behaviors on which basis the tourism products for university teachers weredesigned.The main conclusions of the thesis are:Part one: the author did empirical analysis on Xi'an university teachers' tourism demandbehavior, which includes tourist attitude, tourism motivations, and tourist preference. Byusing empirical analysis, the author finally arrives at the conclusion: university teachersof Xi'an have a positive attitude towards tour activities. Their tourism motivations arerational and have differences on gender, age, income and position. University teachers ofXi'an have a preference on tourism resources such as landscapes, folk-custom, culturalrelics and historic sites. They also have a preference on tour items for leisure and vacation. They prefer out-bound tourism to domestic tourism.Part two: the author did empirical analysis on Xi'an university teachers' tourism consumptive behavior, which includes time arrangement, travel modes and rules of tourism consumption. By using empirical analysis, the author finally arrives at the conclusion: They are more likely to choose self-help tour by high-grade means of transportation at summer and winter holiday with family members, colleague and friends. The tourism expenditure level of Xi'an university teachers is relatively high which means they have a strong consuming capacity. However, their tourism consumption structure, in which basic consumption weighs too much, is not rational and is in need of improvement. Part three: on the basis of the rules of Xi'an university teachers' tourist behaviors, the author designs tourism products for this market from three aspects: a series of middle or high level tourism products; long-distance sightseeing travel and middle or short distance travel for leisure and vocation; high quality products and services.