Rsearch On Leisure Tourism Activity Of Xi'an Urban Residents

According to authority's prediction, the developed countries will enter the "leisure times" and leisure will become an important part of human life, a new life style and a life state which is closely related to everyone's life quality. The combination of leisure and tourism formed the leisure tourism industry. Apart from traditional sight-seeing tourism, domestic tourists started to pay attention to internal quality and leisure value of tourism and high cultural enjoyment. Tourism is developing into combination of sight-seeing and leisure. Research on activity of leisure tourists will provide evidence to product development and planning of leisure tourism.Research on the above issues can not only provide evidence in the managing level of tourism administration but also provide scientific evidence for leisure tourism products developing and designing. It also provides some thoughts and strategy for marketing and market widening. This paper is trying to discuss leisure tourist activity mode academically and provide some empirical material for tourism research.This paper is based on data collected from questionnaire of Xi'an local urban residents' leisure tourism activity, selecting Xi'an urban resident as research object, mainly focus on Xi'an urban leisure tourists' activity and decision-making activity, analyzes the influencing factors of tourism decision-making. Meanwhile, the research uses mathematics statistics and behavior intention analysis and expert auxiliary decision to summarize the activity laws of Xi'an urban residents tourism activity.The conclusions of the paper are drawn as follows: Leisure tour has become the main motive of Xi'an urban resident. About sixty percent of the informants go for leisure tour as their motive. Purpose of leisure tour of Xi'an urban residents is to relax and release pressure. Landscape scenery, cultural relic and history site, and customs are the favorite tourism items. The main information sources of Xi'an urban residents are internet and friends and relatives. The highest proportion of Xi'an urban residents choose is outskirts of Xi'an. As the length of tour time rises, the proportion goes down. The highest proportion of tour time which Xi'an urban residents choose is on leave, the lowest is the Spring Festival. The expenditure on tour by Xi'an urban residents mainly under 1000 yuan. The main transportation of Xi'an urban residents when traveling is public transportation. Xi' an urban residents choose family and friends when they go for leisure tour. Xi'an urban residents mainly choose family hostels and guest houses.The internal influencing factors on tourism decision-making of Xi'an urban residents are followed by tourism attraction, price, service, spare time, weather, health, transport, family income, tourism time, facility, distance, family support. The analysis shows that tourism product factor that includes tour attraction, facility, service and transportation has the most important effect on leisure tourists decision-making.The paper summarizes the leisure tourism activity and draw conclusions for different groups and put out some suggestions to develop Xi'an leisure tourism market as below. First, improve tourism product quality. Second, to develop landscape scenery of south shaanxi province by chance of three expressways. Third, as Xi'an urban residents like products of cultural relic and history site, it might be reasonable to make the price lower when outbound tourists are rare. Fourth, strengthen the concept of brand. Fifth, pay attention to word-of-mouth and network marketing. The way of improve experience quality of leisure tourism of Xi'an urban residents including the following ways: paying attention to leisure education and forming leisure concept, spark plugging scientific and healthy life style, protecting environment, reducing pollution and developing eco-tourism and strengthening social norms education and adopting a flexible holiday regulations.The innovation of this paper lies in that being based on field tourism market survey, the tourism activity of urban residents has dramatically changed. Sight-seeing tour has developed into co-exsitence of sight-seeing and leisure tourism, and leisure tourism has become an significant tourism inclination. The research on urban residents tourism activity of this paper is still in junior level and it does not cover the influence of local residents' tourism activity on the tourism destination, which will be paid more attention in future.