Nanjing City Residents' Leisure Behavior Characteristics Of Its Market Development Strategy

In recent years, theory researchers attach greater importance to vocational tourism. At present, our research about vocational tourism market is still at initial stage, which lacks comparative empirical study to support the research in tourist demand, and the relationship between supply and demand characteristics. Therefore, it highlights significance in the vocational market study in the perspective of tourist demand and behaviors.The paper coordinates basic theories in vocational behavior and makes good use of inter-disciplinary research methods so as to undergo deeper study of vocational behavior. Taking Nanjing city as an example, it analysis vocational behavior in the perspective of social, economic elements as well as demographic characteristics. What's more, the author applys psychological and value demands to analysis the pattern of vocational tourism behavior so as to make the value research possible. On the basis of massive previous literatures and on-the-spot investigation, besides applying traditional statistical analysis software SPSS, the paper also apply CART method to carry through new viewpiont in the influential factors including social, economic elements as well as demographic characteristics, which provide brand-new method in analysis vocational market in the future. Among this, the correlation analysis indicates the linear relationship between market characteristics and vocational behaviors, while CART shows the hierarchy relationship of them.Based on the analyses above, the paper discusses the development of leisure products, and analyzes the future direction of leisure tourism. Besides that, relevant suggestions are also provided: it point out that the future holiday market ought to target higher educated, median and higher income estate which have the strong desire and capability for leisure; Internet should be regarded as the main promoting channel, meanwhile traditional inter-medium and product image should also be given attention to; lake and water brink, forest and mountain tourism resources with excellent environment should be given priority in developing leisure tourism product; leisure tourism product should present multi-aspect, fashionable and characteristic development to meet different demands; with regard to vocational tourism, it urgent needs people's favorable purchasing power and opening attitudes. We must not only attach greater importance to social and economic elements including occupation, income and education, but also be able to catch tourists' potential demand in terms of psychology and social value which affect vocational motivation and behavior directly or indirectly.The relevant suggestions and conclusions may help the tourism managements find favorable place to explore and promote combined resources superiority and the demands of vocational market; help to perfect the research of vocational development which provide the decision-making revelation for domestic vocational products and successful operation of holiday resorts. Takeing Nanjing city as a case, the author broadens the research field in domestic city dwellers and provides favorable reference for other cities tending to research on vocational demands of urban residents.