Study On The Tourism Purchasing Behaviors Of Self-driving Tourism Based On Involvement Theory

Tourism shopping is of importance in the development of tourism industry,however,it is the weakest link, it's significant to do a thorough research on it. In China the research on tourism purchase behavior is not enough, especially laking of empirical study. It's not benefical to guiding practice because of laking of study on tourism purchase behavior targeted market segments. Self-driving tours is now one of the new tourism styles in China, and is developing very fast in the recent years,thus it has been an important market segment. It is a very meaningful try to research tourism purchase behavior of self-driving tours.The author puts Involvement Theory into this article, and anylzes the difference of purchase behaviors of Self-driving tourists based on different degrees of involvements. It is the innovative point of this thesis. It is hoped that more researchers pay more attantion to the research on tourism purchase.This article proposes the burning problems and puts forward some explosive solutions to them, on the basis of some relevant reviews and current research. The problems are as follows: (1) what are the characteristics of self-driver behavior? (2) wheter the scale is suitable for the study of tourism buying behavior? (3)If the answer NO.2 is positive,what are the special characteristics of self-driver buying behavior at different nvolvement level.Using frequency analysis, cross-over analysis and factor analysis,this paper concludes that: (1)most of the tourists prefer to merchandise or show no resistence to shopping; policy-decision is fully autonomy; emphasis on memorial value of tourism products and demands for high service level; the acceptable price level is moderate; local specialty is the best prefered;scenic spot,department and commercial street are relatively preferable; complaint is relatively less even the self-driver encourntered with unqualified tourism products. (2)Involvement Scale is suitable for studing tourism purchase behavior. (3)The characteristics of purchase behaviors of Self-driving tourists based on different degrees of involvements are: the degree of involvement is higher, the price of tourism goods tourists can accept is higher; the moderate degree of involvement groups spend the most; About tourism products, the low degree of involvement groups consider memorial features is the most important, the moderate degree of involvement groups pay more attention to Services and the quality, and they like Commercial Street more. The high degree of involvement groups consider that quality is the most important, and they like supermaket more. Self-driving tourists based on different degrees of involvements do not show a larger difference in satisfaction.Combined with the conclusions of empirical analysis, the author makes seven recommendations against problem.