"80" Travel Motivations Relationship With The Travel Consumer Behavior

In recent years, with "after 80s" gradually becoming the new force in each domain, this topic related social discussions and academic research are launched unceasingly due to after 80s' unique value and behavior. As a China special historical period product, "after 80s" has nearly 0.2 billion populations. Their special growth environment and psychological characteristics have had the extremely tremendous influence on their consumer behavior, which allow them to form a unique consumption psychology and the consumer behavior characteristics. "After 80s" has become one of the leading consumption forces, and will have a greater impact. However, academic research about after 80s' consumer behavior has not been launched thoroughly and systematically; the empirical research is quite limited either, including tourism consumer behavior.In view of these questions, this paper is inclined to start with after 80s' tourism motivation, use the methodology combining both theoretical research and empirical evidence, and study about the correlation between tourism motivation and tourism consumer behavior from "after 80s" perspective.First of all, by utilizing the literature research, the definitions and the explanations will be carried on the concepts of "after 80s", "after 80s' tourism motivation" and "after 80s' tourism consumer behaviors"; meanwhile summarizes theories from domestic and foreign scholars' studies about these three fields in order to form a theoretical structure. On this basis, with interview research, tourism motivation and consumer behavior relations research model will be constructed.Secondly, the data used in this paper is derived through the questionnaire survey. After carrying on factors analysis to the questionnaire data, we find that there are six types of motivations including: emotional motivation, cultural exploration/aesthetic motivation, practicing motivation, recreation/entertainment motivation, Escape motivation and conformity/prestige motivation. Moreover, this paper with the help of variance analysis, is able to distinguish different "after 80s" groups in tourism motivation and consumer behavior differences; through the correlation analysis, the influential and crucial motivations on consumer behavior could be recognized.Finally, based on the tourism market segmentation theory, "after 80s" tourism motivations will be treated as classified variables; "after 80s" tourists will be categorized into groups through cluster analysis, subdivide into recreation group, traditional group, emotional group and pure tour group four market segments. And studies will be carried out on market characteristics which will correspond with different groups. Through further literature research, this paper then will compare "after 80s" tourists to "non-after 80s" tourists' differences; after this, marketing strategies recommendations for "after 80s" tourists will be concluded, and these implications are believed to be valuable for tourism enterprises and tourist attraction' development.