Guangzhou Residents' Travel Behavior And Motivation Analysis

With the continuing increase of economy, tour received strong development. As major role in tour activities, the activities of tourist are more and more arousing the attention of all kinds of scholar. Urban residents are leading group in tour activities. Thus the study of tour activities and tour incentive of urban residents can provide important reference to exploitation and design of tour resource and tour market, to establishment of correlating tour policies and laws, to choice of tour developing strategies and so on. Meanwhile it can provide scientific basis for exploring and designing tour resource. Thus, the investigation and the research to tour incentive and tour activities of urban residents are very actually meaningful.This article will make Guangzhou, capital of Guangdong province, as a case, under indicating of the theories of psychology, economics, geography, society and so on, adopting analyzing data, investing questionnaire, interviewing, and combining of qualitative analysis and quantitative analysis, through data analyzing and data processing from the data processing software of EXCEL and the statistical analysis software of SPSS 13.0, have concluded concrete characters of Guangzhou residents'tour attitude, tour decision and tour consumption etc., and briefly analyzed contributing factors affecting Guangzhou residents'tour activities, and finally concluded features of their tour activities and tour incentives, and proposed some suggestions to correlating tour departments of Guangzhou.This article is divided by five parts, in first there are study background, study aim and study meaning of the article, and summing up study actualities about this subject in domestic and abroad, and on this conclusion determining study methods and adoption of technique paths; in second the conceptions and basis theory of correlating tour activities are systemically introduced; in third there are concrete analysis of the situation of Guangzhou residents'tour incentive and tour activities; in fourth on the basis of data analysis, there are contributing factors affecting Guangzhou residents'tour activities; finally in fifth on the former conclusion, there are general summary of the article's study result and some advanced suggestions. This article's conclusions as follow:(1)Guangzhou residents'tour incentive takes on trends of diversity and multiple directions, but main incentives of these are physiological incentive(making a sightseeing tour, entertainment), emotive incentive(enforcing family emotion, enlarging children's sight), culture incentive(broadening people horizons, enhancing information, understanding foreign culture, exploring the unknown). The first consideration of tour incentive is tourist own health and development, the second is family and children. Besides, tour incentive shows differences affected by demographic factors.(2)Guangzhou residents have more positive attitude, more strengthen actions to tour. There are many alternate ways getting tour information, of which internet, travel agency, television broadcasting, and friends and relatives recommending are best ways getting information. The traditional travel group is still main travel way based on Agency with, the second way is independent travel, but with the popularity of internet information technology, a way which through internet or community Guangzhou residents, especially young people like teaming up each other to travel is new fashion. The members of Team travel are mostly families, friends and colleagues, travel vehicles are mainly travel bus and train, travel time are more in weekend and Spring Festival vacation, travel journey are more middle or short journey within one week.(3)The average of travel expenditure of Guangzhou residents is higher than other region in our country. The pattern of travel expenditure takes shuttle form distribution, the expenditure under one thousand yuan and above ten thousand yuan takes low proportion, main focus on above three thousand yuan level, consumption gap is great. The travel consumption is mainly on traffic, on attractions tour and on accommodation, but the consumption on diet, on entertainment and on shopping is not strong. Leisure time is main factor limiting Guangzhou residents outside travel, the second factor is economic reason.(4)Tourism projects in Guangzhou residents prefer the traditional choice of sightseeing-type projects. In the tourist destination of choice, influenced by many factors, of which the travel time between destinations primary factors, and follow the source increases with distance attenuation law. Meanwhile, the integrated tourism attraction of destination interacts with the distance attenuation law to some extent, affecting the destination's choice of Guangzhou residents. Guangdong Province, surrounding areas of Guangzhou, Beijing, Shanghai, the "Pan-Pearl River Delta", Hong Kong, Macao, Japan, Korea and Southeast Asia is a hot spot to visit in Guangzhou residents.(5)High-profile, integrated intensity of the region is still attractive to local residents to choose the next destination point.(6)Guangzhou residents were less satisfied with four aspects in the domestic tourism attractions:the ticket prices too high, excessive number of tourists in attractions, the lack of services of travel agents, and high transport costs. In the abroad travel unsatisfactory aspects are high cost of abroad travel, cumbersome of the relevant procedures and less enough time to travel.(7)Travel behavior of Guangzhou residents affected by demographic factors, group characters, political, economic, cultural and other environmental factors, in general, the political, economic, environmental factors are positive factors, personality psychology, culture and environment are negative factors.