Influencing Factors. Based On Nmnl Models Tourist Destination, Select

With the improvement of people's material and cultural life level, more and more people have begun to realize the importance of travel, leisure and experience foreign culture in the life. Because of the development of tourism, more attention is paid to the study of travel phenomenon, especially the study of travel behavior. As a phase of travelers' decision-making process, the process of tourists' destination choice has become the focal point of the study. This paper tries to classify the factors that affect travelers' destination choice as well as test the influence of correlative factors based on the previous research, on purpose of knowing about the psychology and behavior of travelers or potential travelers and providing better products and service oriented by travelers' demand, in order to gain advantages in the competition.The paper analyzes the main factors that influence tourists' destination choice which can be classified into three categories, including push factors, pull factors and constraints according to related theories and researches. Push factors includes tourism experience, tourism motivations and tourism preference. Pull factors includes destination image, destination brand and destination attribute. Constraints includes expenditure and time constraints, security factors, agglomeration, emergence of a new destination, distance and transportation costs. Through the combination with the analysis on tourists' destination selection process, the paper uses of the method of NMNL to construct tourists' destination choice model, also introduce some factors into the model, then put forward the paper's hypothesis and test them.According to the data gained vie the survey, the paper has reached some conclusions with the outcome of the statistical analysis as follows: Tourists use a simplifying strategy which narrows down destination alternatives by categorizing the destination they perceive similar into the same group in order to reduce their cognitive efforts. Positive affective images can pull tourists to choose a destination type, if the perception of a destination type more pleasure and relax, the more probability of the destination type to be chosen. Constraints can modify the choice of a given destination, if the less constraints perceived about a destination, the more probability of the destination to be chosen.