A Study Of The Urban Residents' Travel Behavior Preference Based On The Peronality Traits

Noisy city life stimulates people's nerve day and night, and the aueleration of life tempo and heavy pressure brings huge influence on people's life quality. With the increasing of income and leisure time, more and more urban residents choose traveling to escape from the uncomfortableness of the usual environment. But people with different personalities have different traveling behaviors. At present,the pupularize tourist products which launched by the tourism enterprises can not satisfy consumers' increasing personalized needs.Based on a new perspective of personality traits, We use the theory of consumers' purchasing decision process to discuss the urban residents' travel behavior preference. Firstly, measure the Wuhan urban residents' personality traits by the mature personality inventory, and then study the correlation between five factors of personality traits and travel behavior preference tentatively. After that make use of the clustering analysis and discriminant analysis to divide potentially tourists into different personality types;Secondly, use chi-square analysis methods, cross analysis methods and so on to analysis the differences on different types of Wuhan urban residents'personality,in view of the differences on the demographic variables and travel behavior perference. The main conclusion of this paper is:the residents of Wu han has a high level of travel intension and consumption. There is some correlation between the personality traits and travel behavior preference of Wuhan urban residents.Based on the variable of personality traits, we can subdivison the wuhan urban residents into three categories which as follows:out and easy going type, rigorous and implicative type, open and fashion type. Different personality types of potential tourism consumers have some differences on demographic variables and travel behavior preferences.We got the following enlightenment:as the largest domestic tourism consumption market, the potential of city residents to travel is huge. So,the relevant enterprises should treat the travel of urban residents in view of the differentiation, and design individualized tourism products and marketing strategys according to the different personality types to meet the needs of gradually individualized consumers.