Empirical Analysis Of Contextual Factors Impact On Travel Decisions

The study of Tourism Behavior in Human Geography is gradually transited from macroscopic to microcosmic, and the Action Research on the statistic analysis of individual action and its combination is getting hotter. To comprehend tourists' diversified consuming characteristics in order to establish effectual marketing system and enterprise development concepts, we have to start with the study of tourist decision-making.This paper choose a situational factor, an environmental, based on the theory of behavior geography, psychology, and marketing, use single testing model, questionnaire, logisticregression, and X~2 text to study the effect from situational factor on decision-making of tourist products purchasing, and introduced an application of results for Tang Paradise as an example. The conclusions are as follows:(1) As a situational factor, decoy effect have significant impacts on the tourists' choice in traveling routes. Situation is one of the influencing factors on tourist decision-making.(2) Situational variables as traffic convenience or instant traffic, marketing, traveling companion, friends or relatives' suggestion, beauty spot service, emergency, the fettle before going on a journey and the beauty spot's degree of crowding have great impact on the tourist decision-making. Controlled variables as gender, age, educational background and tourist's hometown have no cross impact with situational variables, while in which the two variables gender and age have significant impact on dependent variable.(3) According to the six factors and thirty variables which effect tourist decision-making, we established the decision models of whether tourist visit Tang paradise or not. From the analysis of variation coefficient, OR and significance level, we find situational variables greatly influenced seven variables in the four factors—socio-economic factor, social supporting factor, apperceive factor and individual psychological factor in which three variables' significance level were increased greatly and four variables' significance level were reduced. We established the final model by introducing controlled variable in which 13 variables are statistically significant.(4) The application of the results are according to both tourism marketing and enterprise management concepts: one is to permeate and deepen combinatorial marketing by set the controlled situation; and the second is to take scenario planning as enterprise developmentconcept, that is to establish marketing concepts based on situation.