The Consumer Behavior Study Of Rural Tourism Based On Segmentation Of Lifestyle

Rural tourism market as a complex and large whole is composed by different buyers and groups.Because these individuals and groups have differences in resource conditions, consumer psychology, buying habits, etc, and these differences will produce different consumer behavior. Differences in consumer behavior can not be ignored in rural tourism marketing. To learn the more differences of consumer behavior, we need distinguish the rural tourism market. Rural tourism operators can find their target market through the law of different markets'consumer behavior.It's helpful to meet the needs of tourists.The current research of rural tourist's consumer behavior is mainly of descriptive statistical analysis, based on demographic characteristics.Compared with the other market segmentation criterion, lifestyle can reveal more wealthy information of consumer.it's helpful to grasp the law of consumer behavior. Therefore,this paper choose rural tourists'lifestyle as a starting point in order to research the consumer behavior of rural touristsFirst of all, literature review is provided, defining concepts of lifestyle and consumer behavior, summarizing the measurement method of lifestyles and the consumer behavior mode. On the base of that, a research model of rural tourists' lifestyle and consumer behavior is given. by investigating rural tourist in Chengdu with 28 sentences of lifestyle tests through factor analysis, Principal component extraction, we got 6 factors. The study found that tourists lifestyle has 6 factors including enjoying life factor, family travel factor, weekend travel factor and so on. In accordance with the performance of the 6 factors,this article togethered the rural tourists into four types, and found that these types of rural tourists have obvious differences in the purchase decision-making process.At last, according to further collection of literature and empirical analysis results, this paper proposes marketing strategy on rural tourism, providing suggestions to tourism enterprises and destinations.